Significant Increase in Sales on Social Media Campaigns for Theatre Ulm
Theater Ulm achieved a 1304% ROAS for their 2023-24 season campaigns using Future Demand’s AI platform, driving exceptional ticket sales for productions like "Romeo and Juliet" and "Fiddler on the Roof."
Being one of Germany’s oldest municipal theatres, with 815-seat capacity, Theater Ulm has a rich history and tradition. For their 2023-24 season, in collaboration with Future Demand they sought to maximize ticket sales.
Challenge
For their 2023-24 season, Theater Ulm sought to maximize ticket sales across a broad programme, promoting the season’s productions including the ballet “Romeo and Juliet”, “The Ship of Dreams” by Fellini, the musical “Anatevka” (“Fiddler on the roof”) by Jerry Bock/Sheldon Harnick and many more.
Solution
The theatre partnered and utilized the Future Demand platform to create and manage a series of social media campaigns on Meta’s platforms. Throughout the season the theatre launched 22 campaigns with Future Demand. Future Demand’s social media advertising application, Wave, ensures unrivalled ad relevance for audiences by matching their interests with personalised messaging. Future Demand’s Taste Cluster technology identifies why specific audiences are interested and ensures that the ads shown to them appeal to that specific interest. Extensive A/B testing and Taste Cluster technology enabled the Ulm Theatre to achieve these results.
Results
- Click-through rate: an impressive average CTR of 3.61% (industry average of 1%) — a 3x higher CTR that captured the right target audience and effectively converted that interest into action.
- Average tickets per campaign: an average of 431 tickets sold per campaign.
- Return on ad spend: an average ROAS of 1304%, making the campaigns highly effective in driving revenue.
In their first year partnering with Future Demand, the theater’s boosted ticket sales clearly showcased the platform’s efficiency and transformative impact.
Photo source: Theater Ulm, Kerstin Schomburg