Advertising campaign for ballet “Fairy Doll” in Zurich

by Vaganova Academy of Russian Ballet

CLIENT

Swiss Stage AG.

OUR TASK

Sell so much tickets as possible.

ADVERTISING

Digital advertising campaigns in English, German, Russian

Used Skills

Development
Design
Marketing

About the academy

The Vaganova Academy of Russian Ballet  was founded in 1738 at Saint Petersburg as the ballet school of the Imperial Theatre. It is one of the first ballet academies and of the most prestigious, throughout the ballet history. The pedagogical method developed by Agrippina Vaganova, a dancer, and teacher, is still recognized today as one of the most renown in the ballet world.

Amongst the most famous pupils of the Academy is Mathilde Kcheshinska, Anna Pavlova, Vaslav Nijinsky, Michel Fokine, George Balanchine, Rudolf Nureyev, Svetlana Sakharova or Diana Vicheva.

 Nikolai Tsiskaridge, a former principal of the Bolshoi, is the current rector of the Academy and Zhanna Ayoupova, former principal of the Kirov Ballet (today’s Mariinsky) is the artistic director. Both will accompany the 80 students, aged from 12 to 18 years, to their first gala in Switzerland.

Program

The first part will showcase the talented students in variations of various ballets. The second part will be the entire performance of the « Fairy Doll », choreographed by the Legat brothers for the last tsar’s children. In addition, Laura Fernandez the Swiss 2016 prize winner, now a dancer with the Mariinsky, will participate as a guest at the gala.

Circumstance & Results

My client as Swiss Stage AG hasn’t own website and sells tickets via (starticket.ch). Therefore I had to work without Google counter, remarketing, Tag Manager, Google Console. AndI hadn’t any access to a statistic  of sold tickets.

A budget was restricted by 200 CHF

The goal was to fill the theatre and sell so much tickets as possible.

Read the full presentation in blog

RESULTS

  • 3 weeks
  • 3 languages  
  • 634K impressions  
  • 4509 engagements
  • 203 CHF
  • Sold more 80% tickets = 1200 seats

WHAT HAVE I DONE?

48h • 3 days of testing

 

  1. Full design of ads, texts and translations to English, German, Russian
  2. Display campaign in German with 3 versions of advertising.
  3. Video advertising in German (1 video)
  4. Search advertising in German with 3 versions of text.
  5. Display campaign in English  (1 version)
  6. Display campaign in Russian  (1 version)
  7. Search advertising in German with 2 versions of text.

EFFECTIVENESS

The most effective ad was a video with duration 1 minute. Interaction rate – 56,5% Impressions – 5 310. In the same time it was the most expensive – 47 СHF (for a week) and because of that I had to stop after 7 days.

Display ads in German got 39152 Impressions, 1147 engagements and interaction rate 2.93%. Costs for 3 weeks – 70.8 СHF

The most frequent ad was Display in English with 563 454 Impressions, 1147 engagements and interaction rate 2.93%. Costs for 3 weeks – 17.33 СHF (Because of other payment model)

Search ads in German got 117 clicks, 5959 impressions, interaction rate 1,96%Costs for 3 weeks – 43,46 СHF (sometimes was stopped as not so effective)

Search ads in Russian got 37 clicks, 3050 impressions, interaction rate 1,21%. Costs for 3 weeks – 24,19 СHF (sometimes was stopped as not so effective)

Display ads in Russian got 12 855 Impressions, 6 clicks and interaction rate 0.05%Costs for 3 weeks – 0.39 СHF (sometimes was stopped as not so effective)

“LANDING PAGE”

As were mentioned above my client is subcontractor (Swiss Stage) hasn’t own website. Therefore I had to work without Google counter, remarketing, Tag Manager, Google Console.

A budget was restricted by 200 CHF

Tickets were sold via third-party website (starticket.ch) – I hadn’t any access to a statistic  of sold tickets.

This how it looks like (my “landing page” for advertising). So, I had not any opportunity to provide good SEO optimisation or work with mentioned Google services.

But I reached the best results 3 weeks, 3 languages, 634K impressions, 4509 engagements and were sold more 80% tickets (Av. cost 100 CHF)

DISPLAY ADS

Display ads were targeted to 11 swiss cantons:

  • 340 437 impressions, 239 clicks in location of interest (cost – 78.5 CHF)
  • 299 647 impressions, 117 clicks in physical location (cost 124.7 CHF)

For English display ads the most effective topics were:

  • Arts & Entertainment – 334 399 impressions, 141 clicks
  • News – 140 822 impressions, 30 clicks
  • People & society 29 993 impressions, 4 clicks

For English display ads the most effective audiences were:

  • Lifestyle – 312 193 impressions, 107 clicks
  • Moda & Entertainment – 97490 impressions, 51 clicks
  • Travel – 76 718 impressions, 13  clicks

In the same time for 2 German display ads (lightbox type) in context of interactions

  • 696 engagements (cost – 41,3 CHF) interaction rate 3% but impressions 22 892
  • 9000 impressions, 255 engagements, interaction rate 2.8% (cost 16 CHF)

According to demographics report our English display ads were shown mostly to Persons since 18 to 35 years – more 100 000 impressions with minimal cost 3.8 CHF/ 100k impressions.

VIDEO ADS

Video ad were set up to all devices and has shown the highest interaction rate

  • On computers 2 437 impressions, 1 567 views, interaction rate 64,3% (cost 20.8 CHF)
  • On mobile phones 2154 impressions, 1100 views, interaction rate 51% (cost 20 CHF)

Despite the highest interaction rate video ad was stopped due to the cost.

On the second place according to interaction rate is German display ads on computers with 31 314 impressions, but interaction rate only 3.32%

Here for video ad (all devices) has shown the highest interaction rate 3000 views, interaction rate 56,6% (cost 47 CHF)

Despite the highest interaction rate video ad was stopped due to the cost.

  • Search ads in German
  • Search ads in English
  • Search ads in Russian
  • Display ads in German
  • Display ads in English
  • Display ads in Russian
  • Video ad in German
  • Analytics, Adwords

>1200


Tickets

634K


Impressions

How works on it

The full work I’ve done myself. See the tab – What have I done?

Taisiia Berg, Strategical & digital marketing. UX
Let's talk

TAISIIA BERG

CO-FOUNDER, MARKETING & DEVELOPMENT
Google certified (Search, Display, Video, Shopping, Analytics) partner in Switzerland. Experienced 7+ years in startup & enterprise environment. Cross-domain background: FinTech, IT, luxury, e-commerce.