Pinter at the Pinter x The Times: Sponsored Instagram Story

THE BRIEF 


To mark the 10th anniversary of Harold Pinter’s death, The Jamie Lloyd Company presented an extraordinary season of the Nobel Prize winner's one-act plays, performed in the theatre that bears his name. 


‘Pinter at the Pinter’ was a unique event featuring all twenty short plays written by the greatest British playwright of the 20th Century. They had never before been performed together in a season of this kind, and so engaged Shine to ensure potential audiences didn't miss out! 


As a one-off season, The Jamie Lloyd Company were keen to create unique moments to draw attention to the plays and build excitement for the season. In particular, they were interested in digital campaigns that utilised video rather than static show imagery. 


EXECUTION 


The Times had recently invested time and money into identifying and cultivating their theatre-loving readers, and had just re-launched their theatre newsletter. 


We approached them and created a sponsored Instagram story promotion which would see theatre-interested audiences targeted on the social media platform with a story that, when swiped, would reveal a video intro to the season. The video featured stars of the productions and was incredibly compelling content to drive audiences to the ‘Pinter at the Pinter’ website where they could purchase tickets. The promotion was further enhanced with ad serves on The Times website. 


RESULTS

INSTAGRAM STORY
- Bought impressions - 150,000 
- Achieved impressions 225,013 
- CTR – 0.11% 
70% of those people watched until the end of the video 

SUPPORTING AD SERVER
- AdServer Impressions 105,001 
- Sum of Video Impressions 62,409 
- CTR - 0.35% 

 

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