Official London Theatre – Full House Outreach

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.

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!

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.

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.

• 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

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.

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.

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.

• 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

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.

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

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

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.

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.

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.

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%.

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.

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.