To create and implement a multi-stranded online campaign for Pitcairn at Chichester Festival Theatre and attract new and developing audiences.
In close collaboration with the Chichester Festival Theatre (CFT) marketing team we devised and implemented an online strategy built around a series of videos, YouTube advertising and a targeted Blogger Outreach campaign.
The three videos were produced and released at different points before and during the play’s run.
In conversation with CFT we wrote and shot a short cinematic trailer setting up the premise and tone of the play. The video was specifically designed to work as a TrueView trailer so was snappy and visually arresting.
The TrueView campaign was targeted primarily toward YouTube users within a 30 mile radius of the theatre. It was then refined further to be shown before videos watched by people with an interest in the arts, theatre, classic literature and anthropology.
The second was a more comprehensive behind-the-scenes video, introducing the audience to the director Max Stafford-Clark, writer Richard Bean and two of the lead actors.
This was shared by CFT on their social media networks and was aimed more at audiences who were aware of the CFT and their work.
Finally, a Vox Pop was produced on opening night which was full of young, enthusiastic peer recommendations.
This was, again, shared on CFT’s social networks to attract a younger audience who would see people of their own age enjoying the piece and generate that all important word-of-mouth ‘buzz’.
The Blogger Outreach campaign had two main strands. One was a general promotion of the piece to audiences within one hour’s driving time from the theatre. The second was specifically to push the 16-25 year olds’ ticket discounts.
The latter strand was heavily targeted towards schools, colleges and language centres in the local area.
16,000 video views.
675 TrueView to website click-throughs.
9,185 blog exposures.