The Challenge
Roundhouse is a London music and performing arts venue. A venue with a varied programme cannot promote itself with one message. It needed content that reached the right audience for individual shows without a large creator budget.
Our Approach
We ran a small, precisely targeted creator campaign.
- 10 pieces of content were produced, a deliberately small run
- Creators were matched to specific programme strands rather than the venue as a whole
- Selection prioritised London audiences with genuine interest in live music and performance
- Content was approved against brand guidelines before going live
With a small content run, precision mattered more than anything else. Each piece had to reach the audience for its show.
The Results
10 pieces of content reached an audience of 119,221 at a 5% engagement rate.
Why a Multi-Genre Venue Needs to Split Its Audience Before It Books a Creator
A venue that runs comedy one night and a gig the next cannot brief every creator the same way, the page’s own Approach section matched creators to specific programme strands rather than to Roundhouse as a single brand, which is why the campaign stayed deliberately small: ten pieces of content, each aimed at the audience for one show rather than the venue in general.
Reading a 5% Engagement Rate Against a Small, Precise Run
10 pieces of content reaching an audience of 119,221 at a 5% engagement rate is an attention figure, not a ticket-sales number, but for a campaign the Approach section describes as prioritising precision over budget, a five-percent reaction rate from a run this small suggests the content reached people who were already interested in that specific strand of programming, rather than a general London audience scrolling past a venue ad.
