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Thu, Jan 4 - Fri, Jan 5
11AM - 12AM
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H1 – Display 100/92

H1.2 – Headline 75/ 73

H2 – Headline 60/62

H3 – Headline 45/42

H4 – Subhead 31/38

H5 – Headline 25/31

H6 – Label 20

 

Paragraph-We worked with The Washington Ballet (TWB) to refresh their digital strategy and social content for The Nutcracker. With a data-driven approach and a resourceful creative team, we helped the Ballet reach new audiences and surpass its 2022 revenue goal.

Heading 3 – GROWING AUDIENCES WITH DIGITAL ADVERTISING

Paragraph-As arts marketers, we understand the unique challenges that come with advertising holiday productions. Ad prices are particularly high during the holiday season, and it’s harder than ever to rise above the influx of ticket brokers and competing cultural events.

TWB’s The Nutcracker is no exception. This celebrated production is set in historic 1882 Georgetown with George Washington, King George III, and many other inline link. Although this is a unique take on a classic production, holiday competition is still at an all-time high. We crafted a top-notch digital strategy to help them cut through the noise—here’s how we did it:

  • List 1 – We took advantage of Google’s full suite of ad placements to meet people at every stage of the marketing funnel. Our consultants tested placements across display, search, Discovery, and YouTube to determine which worked best for top-of-funnel and bottom-of-funnel audiences.
  • List 2 – Google’s dynamic ad formats help maximize reach while minimizing cost. We used machine learning technology with responsive display ads, responsive search ads, and responsive video ads. These dynamic formats resulted in up to a 44% higher key page view (KPV) rate than their static counterparts.
  • List 3 – We monitored campaign performance and redistributed budget halfway through the run to optimize for clicks-to-purchase (CTP). With historical data on our side, we optimized our campaigns to help bring down CTP cost per acquisition (CPA).
This is the caption note.

List 4 – TWB also had key institutional goals of reaching audiences in underrepresented zip codes. We incorporated advanced geotargeting into a campaign for residents of D.C.’s Wards 7 and 8 and offered residents unique incentives to attend The Nutcracker. This strategy expanded TWB’s reach among these high-priority audiences.

By thoughtfully revealing key art pieces, we can capture the audience’s attention in new ways and leverage video content, which is a win-win!

Heading – 4 FINDING FRESH CONTENT ANGLES FOR AN ANNUAL PRODUCTION

Recurring holiday productions provide a unique opportunity to put a fresh spin on social content. It’s vital to meet audiences where they are and provide new and refreshed incentives. CI’s content team handled creative direction, graphic design, and copywriting for paid Facebook and Instagram content.

  1. Fine-tune messaging. The Washington metropolitan area saw upwards of 10 different Nutcrackers in 2022, so the first step was determining what set TWB’s production apart. We developed four key buckets to guide our content strategy:
  2. D.C twist. TWB’s homegrown version of The Nutcracker is set in historic 1882 Georgetown. It’s a charming take on the classical ballet.
  3. Holiday tradition. The Nutcracker captures the season’s magic for tourists and locals alike. It’s a can’t-miss holiday staple.
  4. Family-friendly. With colorful characters and a heavy helping of stage magic, The Nutcracker is perfect for kids of all ages.
  5. Best of ballet. The Nutcracker offers some of the best dancing in classical ballet and an iconic Tchaikovsky score that balletomanes know by heart.
  6. Creativity with limited assets. We found innovative ways to reframe existing assets to get the most out of what was available at the beginning of the campaign.

Heading 3 – GROWING AUDIENCES WITH DIGITAL ADVERTISING

Paragraph-As arts marketers, we understand the unique challenges that come with advertising holiday productions.

  1. Ad prices are particularly high during the holiday season,
  2. and it’s harder than ever to rise above the influx of ticket brokers and competing cultural events.

TWB’s The Nutcracker is no exception. This celebrated production is set in historic 1882 Georgetown with George Washington, King George III, and many other inline link. Although this is a unique take on a classic production, holiday competition is still at an all-time high. We crafted a top-notch digital strategy to help them cut through the noise—here’s how we did it:

Heading – 4 FINDING FRESH CONTENT ANGLES FOR AN ANNUAL PRODUCTION

Recurring holiday productions provide a unique opportunity to put a fresh spin on social content. It’s vital to meet audiences where they are and provide new and refreshed incentives. CI’s content team handled creative direction, graphic design, and copywriting for paid Facebook and Instagram content.

Recurring holiday productions provide a unique opportunity to put a fresh spin on social content. It’s vital to meet audiences where they are and provide new and refreshed incentives. CI’s content team handled creative direction, graphic design, and copywriting for paid Facebook and Instagram content.

H2 – KEY TAKEAWAYS

  •  Elevate static key art with animation.
    Animating key art adds dynamic elements and helps your static assets go a long way. It also gives you fresh video content, which, according to Meta, outperforms static ads by 35%.
  • Lean into storytelling.
    Infusing storytelling goes beyond sharing basic details like show titles, datse, etc. When you incorporate timely and relevant storytelling angles, you can show audiences how your production brings value into their lives.
  • Resource Alert: Don’t forget to check CI’s Social Content Calendar for a leg up on timely angles that will help your storytelling efforts!
  • Use key art elements in various ways to keep things fresh.
    Build on the success of your key art by defining what supporting visuals feel authentic to your production. Consider using vital key art elements in videos or carousels alongside dress rehearsal footage or behind-the-scenes content.


Heading – 4 FINDING FRESH CONTENT ANGLES FOR AN ANNUAL PRODUCTION

Recurring holiday productions provide a unique opportunity to put a fresh spin on social content. It’s vital to meet audiences where they are and provide new and refreshed incentives. CI’s content team handled creative direction, graphic design, and copywriting for paid Facebook and Instagram content.

Recurring holiday productions provide a unique opportunity to put a fresh spin on social content. It’s vital to meet audiences where they are and provide new and refreshed incentives. CI’s content team handled creative direction, graphic design, and copywriting for paid Facebook and Instagram content.test

 

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2021 2022 % change
Search $1.95 $1.34 -31%
Display $10.41 $5.43 -48%
YouTube $47.20 $29.04 -38%

Meet your host
Alana Harper
Alana Harper
Senior Consultant

Alana has worked in the cultural and nonprofit sectors for nearly 15 years, specializing in digital marketing, content and brand strategy, and digital experiences.

Alison Goldberg
Alison Goldberg
Senior Consultant

Alison joined the Capacity Interactive team after working in development for non-profit organizations across theater and film, including the Shakespeare Theatre Company in Washington, DC and the Film Society of Lincoln Center.