Ok ok, the title is kind of clickbait. This blog is actually going to be a deep dive into a piece of work I did with the Leeds International Piano Competition. It’s going to involve some strategy and a fair bit of data, and even some graphs, so I needed something to grab your attention and make it interesting. But, before we get into the nerdy stuff that I will love, here are the headlines of what was achieved in 6 months with zero marketing spend.
- 20,003% increase in monthly video views
- 1.5 million video views per month across all socials
- 55.5% increase in total followers
A year after this project, the strategy and the impact of socials saw the Leeds International Piano Competition increase the audience of the competition from 5.5 million to 10 million.
OK, so there’s all the sexy headlines done. It’s time to break it all down to see how it worked and what other arts organisations could learn from the success. I’ve organised it into the following sections:
- Background and challenges
- The “4As” and bad content has consequences
- Opportunities
- Strategy
- Phase 1
- Phase 1 results
- Phase 1 - Unexpected results
- Phase 2
- Final thoughts
