TheaterThuis is a digital streaming service for lovers of drama, cabaret and musicals. The COVID-19 pandemic created a unique opportunity and challenge: how do you bring the magic of theatre into people's living rooms?
The ambition was clear: scale up fast, reach a large audience and build long-term customer relationships at the same time.
For TheaterThuis we developed an integrated strategy in which content, campaigns and automation came together seamlessly. At its centre was a smart content funnel: a carefully designed customer journey from first encounter to subscription.
We started by grabbing attention, not with traditional advertising but with content people genuinely wanted to watch. Well-known theatre makers and popular faces formed the basis for short, branded videos. No hard sell, but inspiring and often moving clips, tailored to different kinds of theatre lovers.
The result: more than 1 million organic video views. With no media budget, driven purely by relevance and shareability.
We then put this engagement to smart use. Viewers were retargeted with ads that matched their interests. Someone who watched cabaret was shown cabaret content; musical fans saw that offer instead. This fine-grained segmentation led to significantly higher conversions.
Through YouTube, Facebook, Instagram, Twitter and search engines, we reached people exactly when they were looking for entertainment. The result was not a one-off campaign but a smooth, consistent brand experience. From first view to sign-up, without it ever feeling like 'selling'.
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