Boston Lyric Opera's paid social media targets various groups with small changes in call to action. The focus of this campaign is to push Subscriptions to operabox.tv. The segments push Digital Subscriptions, joining for free or Subscribing, and just try it out and explore the platform.
Target Audience: patrons who visited operabox.tv or blo.org/operaboxtv
Target Audience: tickets to and performances or donations in the past 5 or more years
Target Audience: patron who visited blo.org, engaged on Facebook or Instagram, or are Facebook Fans
Target Audience: Lookalikes and similar interests
The next step in the campaign shared a video clip from A Winter's Evening. The call to action changed depending on the state of a patrons Subscription. If they Subscribed, they were prompted to watch while those who had not were prompted to rent or Subscribe.
We Need to Listen was a program on operabox.tv. It was widely promoted on social media, email, and other art based company's websites. These ads were shared as display ads and were shown to patrons with an interest in this event and similar events.
