DIGITAL ADVERTISING & SOCIAL MEDIA CAMPAIGN | CLASSICAL ON CUBA
Bringing two musical worlds together through a targeted digital campaign.
Image credit: Classical on Cuba and Ché-Fu & The Kratez
THE BRIEF
What happens when the sounds of one of Aotearoa's most iconic hip-hop and soul artists meet the power of a full symphony orchestra?
As part of Wellington's Classical on Cuba, Ché-Fu & The Kratez joined forces with Orchestra Wellington for a unique performance that reimagined familiar Kiwi classics with the backing of a 70-piece orchestra.
The collaboration offered an opportunity to bring together audiences with different musical tastes, from classical music enthusiasts to fans of hip-hop, soul, R&B and reggae.
The challenge was to capture the excitement of this unexpected pairing, reach the right audiences and encourage ticket sales through a focused digital campaign.
MY APPROACH
I developed a two-stage Facebook and Instagram advertising campaign designed to build interest in the performance and then encourage people to book.
The first stage focused on reaching a broad Wellington audience with interests spanning classical music, concerts, hip-hop, R&B and reggae. The creative celebrated what made the performance special: the chance to hear well-known Ché-Fu songs reimagined with the scale and richness of a full orchestra.
Messaging was designed to feel energetic, accessible and a little unexpected, appealing to fans of both musical worlds. For the second stage, I refined the targeting to reach people who had already engaged with the campaign or Classical on Cuba's social media channels, alongside similar audiences.
As the performance approached, the messaging shifted towards urgency, highlighting the limited opportunity to experience the collaboration live and encouraging people to secure their tickets.
Throughout the campaign, I monitored advertising performance and refined the approach to make effective use of the available budget.
THE IMPACT
The campaign generated strong interest and engagement, with both advertising stages exceeding the reported industry benchmark for link click-through rates. The first stage of the campaign reached more than 32,000 people, and the second stage reached a further 28,000.
The results demonstrated the value of creative messaging and carefully targeted advertising in connecting audiences with an unusual cultural event. The campaign also helped grow Classical on Cuba's social media audience, extending the benefits beyond the performance itself.
