While working at social agency History Will Be Kind I was challenged by our client The Australian Ballet, to build a younger, contemporary audience for their season of Chroma (a modern and unusual take on ballet). I teamed up with young Sydney creatives to devise a unique, behind-the-scenes look at the Chroma program. The resulting photography and video translated into vibrant, clickable content that slotted seamlessly into the newsfeeds of this difficult to connect with demographic.
The same content spearheaded a tightly targeted Facebook ad campaign and digital PR outreach. PR outreach led to key media partnerships, showcasing a visual diary and shareable content. This spread the reach of the content even further as it started to get picked up by sites like Pedestrian and Concrete Playground organically.
The social spend campaign experienced a low cost per click of $0.13 (half the industry average) and an exceptional click through rate of 8.63% (eight times the industry average). Over 10% of people who saw one of the videos clicked and watched it. The ads all had a high engagement rate (one usually reserved for pure content) and the Sydney season of performances sold out.
