CULTNAT, the national custodian of Egypt’s cultural and natural heritage, faced the challenge of limited digital presence and outdated outreach tools. Innovety strategized and activated CULTNAT’s digital transformation—auditing heritage content, defining audience personas, and deploying a cross-channel plan that combined Facebook campaigns, a new microsite, and youth-friendly pilots like online games and contests.
Through this, CULTNAT’s reach expanded to millions, its Facebook community grew to 28,000 followers, and engagement rates outperformed global benchmarks, reflecting the impact-driven approach central to our Socioeconomic Development Strategy services. At the same time, Innovety delivered hands-on training in digital marketing and 3D visualization to more than 60 staff, ensuring CULTNAT could sustain and scale its digital heritage mission.
CULTNAT safeguarded one of Egypt’s richest cultural archives, yet most of its content remained offline and inaccessible to wider audiences. Outreach relied on traditional exhibitions and print material, limiting visibility and failing to capture the interest of younger generations.
The cultural and artistic products produced by CULTNAT were also poorly displayed and rarely promoted, reducing their sustainability and impact. For CULTNAT’s offerings to thrive, they needed to be presented in attractive, accessible, and engaging formats that could stimulate cultural consumption and connect with new audiences both locally and globally.
To achieve this, CULTNAT’s team required comprehensive training in digital marketing and strengthened technical and managerial capacity. This would ensure the institution could implement Innovety’s digital strategy, enhance its digital footprint, and successfully market heritage products and services to wider audiences.
Innovety began by auditing CULTNAT’s content and mapping target audiences, with a special focus on youth. We built detailed customer personas using tools like Google Analytics, Facebook Insights, and surveys, then structured the digital strategy around three phases: Awareness → Education → Engagement .
We created and managed content and paid campaigns across Facebook, YouTube, and email, supported by Google AdWords and SEO. A new microsite/landing page was launched as a conversion hub, with advanced analytics to refine messaging and creativity in real time.
To make heritage engaging, Innovety developed three interactive pilots: an online game (options included Fashion Matcher, Word Collector, and Memory Match), a trivia/quiz contest (e.g., “Which King of Egypt are you?”), and the OurEgyptianHeritage microsite. These were designed to attract, entertain, and educate youth, while collecting engagement data for CULTNAT’s future use .
We rolled out an intensive digital marketing diploma program (two rounds of 25 participants) covering content strategy, analytics, SEO, social media, video, and campaign budgeting. In parallel, two advanced 3D/visualization modules were delivered to 25 CULTNAT staff, equipping them with the skills to digitize and visualize heritage assets online . Overall, 35 staff were trained in digital marketing and at least 25 in 3D visualization.
