Digital Brand Strategy
“Arora Online has been looking after the digital brand strategy needs of Cape Town City Ballet for the past 18 months. Social media & paid media marketing have been a focus of their work for our company, and I have found the service to be unremittingly innovative, on time, creative, and invested in our product. The service is personal and hands-on with them running many influencer events for the company. I would highly recommend them as a specialized extension to your marketing strategy.”
Debbie Turner, CEO of Cape Town City Ballet
LET’S SHINE SOME LIGHT ON THE MATTER
When doyenne of the South African dance landscape Debbie Turner took over as CEO of Cape Town City Ballet in late 2018 one of her goals was to transform the digital presence of the renowned company. To guarantee the longevity of the company, Ms Turner understood that to attract and engage younger audiences, digital would need to be among her priorities. Thus, Debbie Turner enlisted Arora Online as her digital partner. The boutique agency is known for its experience within the theatre and arts industries. How could Arora Online help the oldest ballet company in the Southern Hemisphere take exciting new strides with its digital footprint?
THE LIGHT BULB MOMENT
Recognising that Cape Town City Ballet’s fans are highly engaged on social media, Arora Online specifically focused here first. Ensuring that social branding was consistent was the top priority. As one of Cape Town City Ballet’s aims was to reach new audiences. Arora Online understood that a strong paid media strategy would need to support all social media posts. Consequently, this ensured that fresh, exciting new content reached the feeds of both the traditional ballet audience, as well as younger, more diverse South Africans.
Social media trends such as the #dontrushchallenge were embraced, demonstrating the vibrancy of the company. Arora Online guarantees that influencers have become a regular feature of dress rehearsals, driving hype and awareness of productions. In addition, digital programs were introduced so that audiences could access beautiful programs on their phones. Meanwhile, Snapscan was also launched to drive digital sales of print programs. Likewise, lead generation campaigns were established to drive database growth. Furthermore, audiences were eager to sign up to receive the company’s engaging email newsletters. This resulted in a database of over 12 000 subscribers.
YOU CAN’T MAKE LIGHT OF THESE STATS
In conclusion, the last 18 months saw the much-loved company’s Facebook page grow from just over 7 000 followers to over 12 000. Instagram followers more than doubled from 2 233 to 5 341. The email database of subscribers grew from several hundred to over 12 000. Lastly, a YouTube channel was created for the company, which now has over 11 000 video views.
