Overcoming objections and attracting new audiences to the culture sector
The problem
Opera North produces incredible, nationally-acclaimed shows, and yet, they struggle to attract new audiences. They wanted to target mainstream audiences, with little-to-no engagement in the culture sector, but in order to do so, they needed to dispel misconceptions and overcome objections.
The insight
Our readers are always looking for new things to see and do, which means they were the perfect target market for this campaign. But the standard promotional spiel wasn’t going to cut it, we needed to go beyond the press release to tap into their FOMO and show them what they were missing.
The solution
We went in with all cannons firing. We built awareness with viral content that revealed the most surprising aspects of the show, converted readers with targeted offers and captured data for people with genuine buying intent. And the best bit? Live activations in an informal setting that made culture cool again.
The results
The client was overjoyed. Not only did we reach their target audience, but we captured data that allowed them to remarket to them – and 79% of sign-ups had never engaged before, so we knew we’d effectively delivered new audiences.
