The Times had recently invested both time and money into identifying and cultivating their theatre-loving readers, including relaunching their theatre newsletter.  We created a sponsored instagram story promotion, targeting those with an interest in theatre on their platform. The story included a ‘swipe up’ function to reveal a video introduction to the season, driving traffic to the ticket page.

INSTAGRAM STORY:

Bought impressions: 150,000

Achieved impressions: 225,013

CTR: 0.11%

70% 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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