Social Media Campaign Objectives

We found video was (and still is) the best tool to reach our existing and new audiences, so a large focus of the campaign was developing video content. We also found that when audiences are familiar with a show, the people, the venue, they are more likely to buy tickets, so we also focused on building familiarity between us and the audience.

Objectives:

1. Sell out four nights

2. Communicate this is an excerpt of Shakespeare’s A Midsummer Night’s Dream

3. Introduce people to Circus Factory as a venue

4. Give people an insight as to what to expect in the show

5. Build familiarity with the audience by introducing the characters of the show 

6. Reach new audiences 

7. Break down barriers related to Shakespeare 

Making a Social Media Ad

Four Lovers Ad - Organic (Facebook sample)
Objectives met: 1, 2, 4, 5, 6, 7

• To explain the plot of the show

• To introduce the public to the characters and circus

• To build awareness of the show, as this video was also used on Instagram to reach new audience

• Drive traffic to the website to book tickets

• This ad was also used in paid social media advertising

Introducing the Characters

Character Intro Videos - Organic (Instagram sample)

Objectives met: 1, 5, 4, 6

• To introduce people to the characters and the people playing those characters in short videos.

• Each person was asked to this for their character and when they say the name of their character, they change their demeanor to the character’s so people can see a difference

• Because these actors are Circus artists, it also communicates an insight as to what to expect in the show as seen in the case of the example below, where Ali/ Hermia does a handstand into a smooth finish

• Subtitles were added to reach those who consume content with the audio off

Accessing the Venue for Everybody

Venue  Accessibility Video - Organic (Instagram sample)

Objectives met: 1, 3, 6

• A video guide from the popular Marina market to our space. As a relatively unknown space we wanted to make a video to show how to find us

• Attention was paid to tripping hazards for anyone who may have visibility issues

• Some may assume Circus Factory isn’t accessible because of the nature of Circus, however it can be accessible and it was important to communicate that, especially to wheelchair users.

• Another reason for pointing out the uneven surfaces. The seating in our space is also moveable and we hired a wheelchair accessible toilet to ensure an inclusive and comfortable experience for all

• We also wanted to build familiarity of the venue with an inside look of the space and where the toilets are located in the hopes of making people more comfortable

• The video was originally over multiple stories. Each story was downloaded and repurposed to create this video reel, with a voiceover added to ensure the video was timely.

• Subtitles were also added to the video for those hard of hearing and to appeal to those who watch with the sound off

Instagram Takeover

Takeover on Cork Midsummer’s Instagram - Organic (Facebook sample)

Objectives met: 1, 2, 3, 4, 5, 6, 7

• An Instagram takeover on Cork Midsummer’s account reaching a new audience - most of which were presumably not aware of Circus or have been to a Circus show before as Cork Midsummer’s programme doesn’t usually contain a lot of Circus

• Live Q&A where the Marketing Manager and Director answered questions about the show, the venue, the Shakespearean language

• Live on their account, alerting their audience to us. During this live, the cast did a physical and vocal warm up, emotions warm up and more. In the following days, the Director received messages about how great the live warm-up was

• The Live warm up was downloaded and repurposed into a reel for Circus Factory’s instagram. The content was fun, funny and gave insight

• The accessibility video mentioned previously was done on the Cork Midsummer stories before being downloaded and repurposed for Circus Factory’s account

• Our social media ads were posted in the stories of the takeover, along with script sneak peeks.

Why was this Social Media Campaign a Winner?

• Selling out a four-night show - the proof that the social media campaign was a resounding success.

• The Cork Midsummer Festival had an exciting, jam-packed programme and convinced people that Shakespeare and circus were something not to be missed.

• We had a lot of competition as a small and still relatively unknown organisation but we worked hard and it paid off!

• The marketing team consisted of one person working 16 hours a week, typically, with an additional 30 hours given for this campaign used over the course of April - June. Four sold-out shows of 'Four Lovers' is an unbelievably proud achievement and a new milestone for the Marketing Manager, who sold one-night shows previously.