Transforming Engagement: Jennie Lee Tour
The brief
Knights Theatre launched a small tour of 'Jennie Lee: Tomorrow is a New Day' in Fife, Scotland, celebrating the inspiring life of Jennie Lee. Our goal was to manage visual identity development and social media for the tour, working closely with venue teams and partners. We aimed to honour Jennie's legacy, while attracting audiences to the production.
Our role
We brought a lively touch to the play - boosting its visibility and engagement. The team crafted a visual identity with the selected designer and worked with The Open University Scotland to source content, making sure all permissions were secured.
We collaborated with OnFife venues to run targeted email campaigns, and to set up a post-show online survey. An Instagram takeover with a local cultural organisation helped expand reach, and we fine-tuned Meta ad campaigns to connect with history buffs in nearby towns.
Being on-site during rehearsals allowed us to capture new content ideas. We also took advantage of notable dates, like the US election for social media posts, and coordinated VIP tickets. We also promoted a BSL performance to reach the deaf community.
The social media strategy included a mix of videos, audio clips, press coverage, teasers, competitions, fun facts, team introductions, and cast interviews, creating an engaging online buzz for the production.
Sharing a poem about Jennie Lee.
Poster
The result
The tour achieved fantastic results. Facebook reach hit 152k, a 120% increase, while Instagram views skyrocketed to 29k, reflecting a surge in engagement. Our optimised Facebook ads drove over 80% of the views on that channel. Most importantly, the tour exceeded its sales targets, demonstrating the success of our digital strategy in boosting both visibility and ticket sales.
Social media campaign
Testimonial
James managed social media during our premiere. He was present at rehearsals, and integrated additional content ideas. He was highly professional and a delight to work with. His marketing efforts on social media helped us to fully achieve our sales targets.
Matthew Knights