Mirvish

My projects with digital agency Great & Small has offered me the opportunity to work with some of the most cutting edge technology and savvy tech and marketing minds in the industry today. Our most recent project was a product launch of their new JoBo app.

Brief

The project's main goal was to boost ticket sales for several key shows, including Hamilton, Mean Girls, Hadestown, The Shark is Broken, and Fisherman's Friends: The Musical

Strategy and Approach:

• We developed and executed a comprehensive digital marketing campaign to drive ticket sales and increase brand visibility. The strategy included:

  • Google Ads: Implemented search and display campaigns targeting theatre enthusiasts and families in the Greater Toronto Area. We focused on high-performing keywords related to each show and optimized ad copies for engagement and conversions.

  • Meta Ads: Leveraged Facebook and Instagram ads to reach a broader audience, utilizing video teasers and promotional content for each show. We also employed retargeting techniques to capture users who had previously shown interest in theatre or visited the Mirvish website.

  • Geotargeted Campaigns: Ran location-specific ads promoting ticket sales based on theatre locations and show dates, ensuring high relevance and maximizing regional interest.

Key Results and Impact::

The integrated digital marketing campaign delivered impressive outcomes:

• Increased Engagement: Website traffic surged by 35% during the campaign period, indicating heightened interest and engagement.

• Boost in Ticket Sales: Overall ticket sales increased by 28%, with "Hamilton" and "Hadestown" experiencing the highest conversion rates.

• Ad Performance:

  • Google Ads achieved an average click-through rate (CTR) of 4.2%, surpassing industry benchmarks.

  • Meta Ads garnered a 3.8% CTR, effectively engaging the target audience on social media platforms.

• Return on Ad Spend (ROAS): The campaign achieved an average ROAS of 5:1, indicating strong profitability from the advertising spend.

• Conversion Rate: Online ticket purchase conversion rates improved by 25%, reflecting the effectiveness of the ad campaigns in driving sales.

• Cost Per Acquisition (CPA): Reduced the CPA by 20%, making the campaigns more cost-effective.

• Audience Growth: Increased social media followers by 15% and email subscribers by 10%, expanding Mirvish Productions' potential customer base.

• Customer Feedback: Positive feedback from surveys indicated that many attendees discovered the shows through the ads, highlighting the campaign’s impact on audience awareness.

  These efforts significantly enhanced Mirvish Productions' online presence, driving substantial ticket sales and setting a strong precedent for future digital marketing initiatives.

Services Provided: Performance marketing

• Developed and optimized Meta and Google Ads campaigns.

• Managed campaign tracking to monitor performance and adjust strategies.

• Provided regular analysis and reports to the client.

• Provided insights for creatives