Digital marketing campaign

Birmingham Royal Ballet (BRB) is a prestigious ballet company based in Birmingham, UK with a strong focus on national and international tours. They approached us to boost their online presence, ticket sales, and audience engagement through a comprehensive digital marketing campaign across Google Paid Search, Facebook, Instagram, YouTube, and display advertising.

Comprehensive audience analysis

We conducted an in-depth analysis of BRB’s existing audience demographics and behaviour, identifying potential target segments with interest in ballet or related performing arts.

Platform-specific campaigns

• Google Paid Search: We implemented a highly targeted Google Ads campaign using relevant keywords and ad extensions to capture users actively searching for ballet performances. This involved optimising their Google Ad Grant account and developing a strategy to harvest interest across a broader range of search terms.

• Meta (Facebook and Instagram): Leveraging the visual nature of ballet, we created visually stunning ads showcasing BRB’s performances. Meta’s precise audience targeting reached users based on interests, demographics, and behaviour at the right time, amplifying other marketing activities.

• YouTube: We produced an engaging video content strategy including trailers, behind-the-scenes snippets, and dancer interviews. YouTube TrueView ads engaged users watching dance-related content whilst pre-roll ads complemented offline marketing.

• Display advertising: Through strategic partnerships with relevant websites and networks, we placed dynamic banner ads on platforms frequented by individuals interested in arts, culture, and entertainment.

Remarketing and custom audiences

We implemented remarketing campaigns across all channels to re-engage users who had visited BRB’s website but did not complete a ticket purchase. Custom audience segments tailored messages and offers to specific audience subsets.

Performance tracking and optimisation

We constantly monitored campaign performance, tracking click-through rates, conversion rates, and cost per conversion. This data guided ongoing optimisation efforts, ensuring budget allocation and targeting strategies aligned with campaign goals.