Late into happiness
For its winter revue of the current season, Opera Leipzig invited everybody to start into Christmas on a high note and with big emotions! The online marketing campaign for the eight performances were convincing and made the performances shine even brighter.
The Opera Leipzig has entertained people in east Germany and beyond for many years now. The repertoire covers everything from opera and ballet, but also contains comic theatre and musicals and has a lot to discover for our younger ones as well. To bring people into the right mood for Christmas, Opera Leipzig staged eight performances of its winter revue in December this year. Hosted in its second venue, the “Musikalische Komödie” (“musical comedy”), the winter revue took really everybody onto an exciting journey between reality and fiction and reminds of Charles Dickens, “Turandot” and “Frozen”.
Challenge
The winter revue, titled “Late into happiness” (German original: “Mit Verspätung ins Glück”), was performed eight times in total within 12 days in December, with the premiere on December 10. Opera Leipzig needed to fill seats across all eight performances of its season campaign.
Solution
Opera Leipzig set up one single campaign with Wave to promote all of the events. The marketing message was based on the keyword recommendations from the platform and the ads were run on Facebook’s advertising network.
Results
- Increase in attendance: 8% on average per performance — rather at the lower end of what the platform is able to achieve, but still enough to make a big difference in whether an event is perceived as successful.
- Advertising budget: a low 4-digit spend.
- Return on ad spend: a convincing more than 5:1 in ticket revenue compared to advertising cost.
This should have brought the executives at the Opera house into the right Christmas mood as well.