Sadler’s Wells
Increased their online audience by over 1050% in 4 months.
Brief:
Revise current strategy to increase engagement and growth
Define a TikTok and Instagram Reel strategy to increase video views and engagement
Audience research to build a strategy on how to increase their brand awareness to less engaged audiences
Social media influencer management
Social media management and output
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Engagement rate per impression increased by over 60%
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Increased link clicks by over 78%
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Exceeded target by increasing engagement by over 133%
The Challenge
Sadler’s Wells Theatre was established in 1683 - and has played an important role in the history of performing arts and dance in Britain. They continue to define British arts and culture whilst showcasing world-renowned dance companies and performers.
But, as Sadler’s Wells Theatre had to close its doors in 2020 and the new world saw a demand for brands to have an online presence - Sadler’s Wells knew it needed to re-evaluate its social media presence, strategy and output to continue to engage audiences.
The Solution
I developed an organic social media strategy that increased the engagement rate per impression by 60.8%. Their success was from utilising social media features that we knew from our research that our target audience would engage with - for example, the Instagram Reel strategy I set saw their video views increase by 69.4%.
I also educated them to make their content more accessible beyond their loyal fan base, which helped spread brand awareness and provide opportunities for their different target audiences to converse and create a community.
Their success was then able to be measured and considered by everyone in the marketing department by my streamlining the briefing process and creating a clear reporting system that was user-friendly for everyone. The change in how the department can be viewed and measured has created a shift in how organic social media is utilised in their marketing campaigns - increasing engaged audiences and campaign reach.
