The Challenge
Outreach is a powerful tool when leveraged correctly. The ability to get a brand in front of thousands of highly engaged, relevant users through trusted voices is something that no other marketing channel can replicate at this scale and with this level of authenticity.
Official London Theatre understood this power and wanted to harness it to achieve greater visibility beyond their existing audience. While they had a strong presence among traditional theatregoers, there was a significant opportunity to reach new demographics who may not have considered theatre as an entertainment option.
The goal was clear: leverage influencer outreach to extend Official London Theatre’s reach beyond the traditional theatregoing audience and introduce the magic of London’s West End to entirely new groups of potential visitors.
The Campaign
A full-scale outreach campaign was developed and executed, targeting influencers across lifestyle, entertainment, and culture niches. The campaign was designed to showcase the breadth and excitement of London’s theatre scene, moving beyond the perception that theatre is only for a certain type of audience.
Influencer selection was driven by data, with each potential collaborator assessed by their Cost per Engagement and Cost per View metrics. This ensured that every partnership delivered maximum value and that the campaign budget was allocated to the creators who would generate the most meaningful interactions with their audiences.
Each influencer was given clear instructions for their coverage, ensuring brand consistency whilst still allowing for the authentic, personal touch that makes influencer content so effective. This balance between control and creativity was key to the campaign’s success.
The Results
Our methodology for measuring story views was deliberately conservative, using an estimated 5.17% story view rate based on industry benchmarks. Even with this conservative approach, the results were impressive across all channels.
Over 360k users saw the Instagram stories, providing massive exposure for Official London Theatre among new audiences. Feed posts received over 10k likes, demonstrating genuine engagement and interest in the content being shared. YouTube content was viewed over 50k times, extending the campaign’s reach even further and providing long-lasting, evergreen visibility for the brand.
