The Phantom of the Opera is a renown Broadway musical from UK with over 50 awards and 11’000 shows around the world.Our goals is to create awareness in Southern China and direct potential audience to the Hong Kong show.
GOAL AND RESULT
We are asked to create their social media in Southern China,
Guangzhou and direct traffic to their Hong Kong show.
As the show was known in a different name in China, we had to re-create
awareness among fans as well as driving more traffic to their existing Weibo
and start their WeChat account to contain fans.
There are also Key Opinion Leaders involvement to promote their shows, KOL
with similar DNA fans that we want to connect with.
We also incorporated a ticketing drive close to opening of the show directing
traffic to their ticketing page.
The Phantom online followers grew from below 2’000 to 56’000 and exposed to
over 10 million readers within 5 months launch. A successful social media
exercise for a niche brand.
Find brand’s niche vs. target consumers preferences
Identify right candidate and theme on the approach
Launch on with emphasis of A&V to arouse the
SEO, Forums, Keywords