Xcite Digital was asked by a BBC production studio to help them market their award winning television series IN THE NIGHT GARDEN and generate ticket sales to live outdoor shows held throughout the summer.
ITNG (In The Night Garden) is all about a highly targeted audience that has a short window of opportunity …Young mums who have a 2 – 4 year old first born! Asking said mums for data about their children’s data had to handled carefully and securely.
Taking data from existing campaigns we profiled by locality, then created advocacy and loyalty campaigns to drive referrals. This was especially important as the existing data was now out of date as their children had grown older by a year and were out of the target demographic!
A social engagement campaign was run and lots of content was fed into pockets of communities where we knew the target demographic existed. We backed this up by sending out a series of email campaigns to incentivise friends we knew would be within the right target audience. Finally creating and running a range of Facebook CPC adverts.
Everything was driven to our Facebook app that worked seamlessly across all devices but specifically iPhone, the online access of choice for young mums.
Our goal was to increase the value of our fans by increasing the depth of engagement and loyalty, generating incremental purchase behavior, and leveraging the ability to influence Friends of Fans.
Everyone who ended up at the Facebook App had to Like the page to get through, then register their data to be in with a chance to win tickets to the show, the ability to win merchandise, or receive early ticket release.
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