Objectives and strategy
Objectives:
- Generate awareness: +50 articles & 20 social media posts on the play, + 70 articles on the tour;
- +150,000 views on the videos that promote the play in social media;
- Involve +10 KOLs;
- Ensure + 100 tickets to each representation via the online mechanism and have the theatre halls occupied +80% during the tour.
We focused our research on how to better understand what could determine millennials to access cultural content, especially in theatre. Main challenges:
- The huge quantity of information available on social networks;
- The messages should be in their own context to be organically...