Official London Theatre – Full House Outreach

Problem.

The power of outreach in digital marketing should come as news to nobody.

Outreach is a simple but effective marketing tactic. People are hard-wired to trust human-to-human product recommendations, especially over traditional adverts and paid PR activity. This is well proven in the fashion industry, for example.

As the West End’s authorised ticketing outlet, Official London Theatre were looking for greater visibility amongst prospective customers – especially amongst users outside the traditional theatregoer mold.

Solution.

Terrier set out drawing up a full-scale outreach campaign for Official London Theatre. To remain agile and flexible, the campaign would focus on one show at a time. This would give Official London Theatre a ‘package’ to offer to productions: ‘If you’ve got a quiet night coming up in a few weeks, we’d love to invite twenty influencers down to cover it on their channels!’

Influencers were picked according to a series of models: Cost per Engagement, Cost per View, etc. This way, we could guarantee a numerical return on the activity – be it on Instagram or YouTube. This activity would therefore be incredibly cost-effective, comparable with any other form of paid digital activity.

In return for the pair of free tickets, influencers were instructed to cover the show in whatever manner they say fit – as long as they tagged/linked to Official London Theatre, as well as the play’s channels/site. Everybody wins!

Results.

In terms of results, our method must first be outlined. As the overwhelming majority of our influencers attended performances with the intention of covering it via their IG stories – we were unable to access concrete view/engagement numbers.

Rather than over-estimate this, we’ve based our results off a very conservative sum: 5.17% of our influencer’s total followers were guaranteed to view the stories posted. This metric is based off research conducted into large, branded Instagram channels – rather than micro/macro influencers.

So, it’s more than fair to wonder if our results are considerably higher – wonder. Anyway…

Over 360k users saw stories posted from our influencer nights, all of which were tagged to the Official London Theatre IG account. In addition, supplementary feed posts received over 10k likes. YouTube content created around the shows was viewed over 50k times too!

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Problem.

The Commission for the Status of Women is an international body which acts as part of the UN to promote the rights of women from all over the world. Each year they meet to discuss and make decisions on important gender equality issues. Their 2019 Spring event required an introductory video to lead into the discussion.

Solution.

We created a short video to introduce the CSW 2019 Event. It was compiled from multiple sources of footage: from previous CWS events, UN Women speeches and from women’s marches across the world. This was overlaid with audio from the current UN Women’s campaign ‘My Rights, Her Rights’, which aims to promote gender equality, and reflect its journey so far.

Results.

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Problem.

As cross-sector, IP specialists, Venner Shipley presents large amounts of content relating to its legal capabilities online. They were experiencing difficulty when tracking the affect of this online activity – their goals were not being tracked and there was a dramatic decrease in organic traffic to the site, year after year.

Solution.

The site needed a complete structural overhaul so that Google could read it corectly. This would increase the site’s internet search appearances and ultimately increase organic traffic. To make this happen, we added organisational, local business and article structured data, as well as optimising the brand’s Google My Business locations and address the site slow load speed. As well as implementing all these structural issues, we put tracking in place across the site to identify the number of leads the site was generating each month

Results.

The restructured site performs far better in organic search and ultimately lead to:

  • An increase in the site’s organic traffic
  • The identification of leads generated by the site each month
  • A dramatic increase in brand referral traffic from the new Google My Business locations

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Problem.

One thing Original London Theatre has in buckets is original content. As a team, they produce great video content with alarming frequency. On YouTube, they’re streets ahead of any other UK theatre channel. However, this content wasn’t always fully optimised or ticking every technical box.

Solution.

We set out getting every piece of content up to best practice. This task ranged from developing strong, long-term themes for videos to sit within, to implementing stronger intros and annotated end cards on their YouTube content as standard.

Results.

Put simply: The Official London Theatre channel is now a best practice YouTube channel across the board. This in itself is great, of course, but it’s also supported in the numbers: over 3.5m views a month on average, massing an average monthly watch time of 3.5 million minutes.

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Problem.

4th & Reckless was a brand new eCommerce site that had only been launched for a year. The site was performing very poorly in organic search and only ranked for brand related terms.

Solution.

Working with the internal development team, Terrier helped amend the site’s structure to be inline with best practice. Next, we looked at areas across the site where we could dramatically increase the amount of content.

Terrier set out creating new content whilst also elaborating on existing content on product pages and categories. We then looked at building authority for the site by contacting hundreds of bloggers and vloggers to review free product in return for reviews.

Results.

• Over 52% increase in traffic to the site compared to the previous year
• Over 76% increase in organic traffic
• Over 84% increase in overall revenue
• Over 600 Vlogggers and Bloggers contacted

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Problem.

Taste Inc. wanted to increase the number of users who were aware of the brand and – in addition – had sampled the product.

Solution.

In short: Spread the word through online sampling.

Terrier set out contacting hundreds of influential bloggers, YouTubers and Instagramers across a wide variety of interest groups, asking users to try the product. Like the product? Perhaps throw a post up about it. No hard sales pitch, no time constraints…

Alongside contacting influential users, Terrier also got in touch with users already engaging with Taste Inc. to reward them for their advocacy and encourage future activity.

In an influencer world, everyday consumers can spot an #ad at fifty paces, so it’s important to encourage ‘real’ activity from the off…

Results.

Over 1,500 new followers across Instagram alongside increased rates of engagement across the channel.

Over 10,000 views of Taste Inc. vlogger related video content.

Over 50 bloggers mentioning the product – over 160% increase in traffic to the site as a result of the increased link profile.

The brand channels are now tagged in a steady stream of valuable user-generated content. So much so, Terrier and Taste Inc. now have a weekly comp where Taste Inc. re-gram one user food shot a week in exchange for a voucher. #TasteIncTuesdays is now the channel’s most popular feature.

Real photos of snacks, recipes, salads showcasing Taste Inc.’s versatile product.

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Problem.

Luxury homeware retailer Rooi had reached a ceiling and needed to propel themselves forward. Rooi highlighted a number of areas of concern:
– Steady but slow growth year on year
– Reliable yet lean sales figures
– A limited customer base

Solution.

Terrier set to work increasing awareness of the brand across the UK. To achieve this, we convinced over a hundred influential bloggers, Instagram influencers and over two dozen vloggers to review Rooi products on their relevant channels. All in return for just simply offering them free product off the site.

Results.

Rooi experienced growth in numerous key areas:
• 85% increase in overall traffic year on year
• 95% increase in organic traffic
• Over 3,500 engagements across Instagram (£0.10 per interaction)
• 50,000 views across vloggers’ channels (@ less than £0.01 per view)
• Over 6,000 referrals from bloggers to the site (£0.25 per visit)
• 78% increase in revenue

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Problem.

MTJ Associates approached Terrier to see how best to renovate their online presence. Their site was poorly structured and rarely appeared in organic search listings for local PR related terms. In addition to this, the site was severely outdated. MTJ wanted a site that felt like a one page site and was easy to navigate. We understood that the site needed multiple pages, with content, as it’s vital to gaining organic traffic rankings.

Solution.

The first step was to build a new WordPress site which felt like a very small site, yet with added hyperlinks to different images – allowing users to delve further into the site’s specific sections. This also allowed Google to crawl and index the multiple pages.

Results.

Following the site renovation, MTJ experienced a 32% increase in traffic to the site from non-brand organic search terms, paired with a 20% increase in page views across the site year on year.

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Problem.

Ormrod is a distinguished electrical wholesaler of residential and commercial lighting based in a highly competitive area of London, Chiswick. They came to Terrier as their sales figures were dramatically down year on year, combined with fewer inquiries coming through from customers. In addition to this, Ormrod’s organic search performance was lacking behind other rival retailers.

Solution.

Terrier set about optimising existing content across the site. We also looked at adding additional content to key, authoritative areas of the site, such as the category pages. Next, we highlighted structural weaknesses in the site that were hindering Ormrod’s organic search performance and began to fix them. Following this, we began evaluating different methods for building authority. We added the Ormrod site to a select group of highly trusted directories. After compiling a list of influential bloggers, Terrier began approaching them in regards to running competitions and giveaways on their sites, as well as editorial and review style content. Alongside this, Ormrod’s social media channels were supplied with a regular source of content, increasing their social media presence as a brand.

Results.

Ormrod now appears in the top three for dozens of keywords, something it failed to do previously. Across the board, visibility in organic search results increased by over 40%. Organic site visits, similarly, rose by over 25%.

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Problem.

Pure Smiles is situated in one of the most competitive districts of London, Fulham. Pure Smiles needed to improve its online presence to stand out from its competitors and improve its site traffic. Furthermore, in 2017 Pure Smiles opened a second branch in the Fulham area which needed to be added to the brand’s digital presence whilst also being promoted.

Solution.

Terrier got involved by increasing the amount of content across the site by writing up fully customised treatment pages across dozens of topics. We created engaging blog content around a wide variety of different topics. Increased onsite reviews of the great treatments offered by Pure Smiles and redesigned the entire site 3 times in the last 3 years. Terrier also began a blogger outreach campaign with a selection of motherhood and lifestyle bloggers with high followings.

Results.

Pure Smiles received (on average) a 44% increase in total traffic every year compared to the previous year. In addition, there was a 60% increase in organic visitors on average coming to the site year on year over the last three years. The stats continue to increase each month, with the last three months seeing over a 120% increase in users to the site over last three months compared to the same period of time last year. Bounce rates have also improved drastically: 65.96% lower rate over the last three months compared to the same period last year.

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