Nimax Theatres own, and are responsible for, a number of key London West End shows. Heard of gems like Everybody’s Talking About Jamie and The Play That Goes Wrong? Nimax play a huge part in bringing them to the masses.
The client’s goal was to achieve low cost per acquisition (CPA) targets for the majority of their West End shows, in an extremely competitive search arena, with ticket sales as the conversion metric.
What we did
Delivering the right message to the right people requires strategy, so we got stuck in. We immediately restructured the account from the bottom up to provide greater control and flexibility – allowing campaign management for each specific show, rather than blanket targeting for a number of shows at the same time.
Each show now had its own strategy, audience data and campaign set up, tailored to that specific show and its target audience. Narrow keyword targeting (where we can ‘own’ search results) was key, along with overlaying audience learnings.
Ad copy played a huge part in campaign success, too. It pushed the benefits of purchasing tickets directly from Nimax Theatres, as well as differentiating in ways other than price, where competitors would try to undercut Nimax with their own advertising.
We consistently generated CPAs below target.
Everybody’s Talking About Jamie achieved a £3.08 CPA compared to a target of £8.30 (63% below target). The Play That Goes Wrong also performed well, at a £6.95 CPA versus a target of £9.90 (30% below CPA target).*
We started with just three shows from Nimax Theatres. Since then, we’ve been entrusted with 15, including Oscar Wilde’s Lady Windermere’s Fan, Young Frankenstein and True West – all thanks to the excellent performance achieved. Encore!
*Data from January 1 to June 30, 2019.