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.
