Case Study
Moulin Rouge! The Musical achieves advertising efficiency, reach, and revenue
“Quantcast’s real-time, granular insights into buyer behaviour helped us to navigate the dynamic nature of fast-paced purchasing decisions around tickets to popular musicals, driving a more cost-effective CPA and ROAS.”
Lee Davis, General Manager, ACMN
Return on ad spend (ROAS)
More efficient CPA (than goal)
Global Creatures is an Australian enterprise that specialises in producing new theatrical works, bringing stories to life by combining innovative stagecraft and spectacular theatricality.
Industry
Entertainment
Brand
Global Creatures
Product
Quantcast Advertising Platform
Challenge
With indications that people were once again comfortable going to the theatre to watch a musical, Global Creatures saw the opportunity to boost marketing activity and drive promotion around Moulin Rouge! The Musical amongst Australians. To serve ad creatives and messaging that resonated with audiences best, they needed a real-time understanding of where potential ticket purchasers were in the funnel. With an established following, the goal wasn’t just to reach existing fans of the musical, but also new audiences who had never seen the musical before. The objectives were to refine and expand targeted audience reach, drive ticket sales and hence revenue, and to do so as efficiently as possible.
Solution
Global Creatures worked with their appointed media agency ACMN and adtech partner Quantcast. Having previously implemented pixels on their website, Quantcast created a live stream of data that recognised in-market signals with greater nuance. Quantcast’s AI technology was applied to datasets to create predictive models to serve ads only to receptive users who displayed some level of intent.
Results
Through implementing this AI-powered programmatic strategy, Global Creatures successfully reached new and return audiences for Moulin Rouge! The Musical. They drove ticket sales and maximised bang for every advertising buck, with 55% more efficient CPA than Global Creatures’ goal and 348x return on ad spend (ROAS), which was 71% better than their goal.
From Insights to Optimizations:
Leveraging the Quantcast Platform’s repository of live first-party audience data, ACMN learned that pre- and post-COVID musical fans behave very differently. Identifying these traits helped to define the campaign targeting strategy to those who were most likely to convert with promotional marketing. And with a new understanding of potential buyers who dropped off mid-way before making a successful ticket purchase, ACMN could optimise the campaign to retarget those visitors.
The Partnership
