The cultural sector, once perceived as lagging in embracing digital culture, is now undergoing a significant transformation. Increasingly, this industry is adopting digital promotion tactics, moving away from its reliance on traditional offline methods. This shift marks a pivotal change in how cultural entities approach audience engagement and marketing.
For a major Parisian Theater (over 1000 seats), Metodas had the opportunity to lead a promotional, lead generation campaign for the launch of a major show. The following is a brief explanation of how we led the project, and how AI actually helped, beyond buzzwords and fiction.
The Mission: A Highly ROI-Oriented Project
Metodas’ goal for the Parisian theater was to launch and support sales for a significant new show. Our focus was on effective lead generation within a defined cost per conversion framework. Our comprehensive strategy included setting up tracking tools, creating relevant content, managing targeted Social Ads campaigns, and conducting detailed post-campaign analysis with an attribution model to ensure campaign success.
The Strategic Set-Up: Using AI for Analysis, Not Strategy
Our approach began with a deep analytical phase, where AI played a critical role. Using AI tools, we conducted extensive analysis of press mentions from previous performances that took place years ago. Our objective was to extract key themes, sentiments, and audience reactions that could inform our strategy. This phase was crucial in understanding what historically resonated with the audience and identifying potential areas of impact for the upcoming show.
Nonetheless, the primary strategy of the campaign was entirely human-led, orchestrated by a creative strategist with the expertise to create relevant messages and paid strategies.
Content Creation: Human Expertise Augmented by AI
After the analytical phase, our focus shifted to content creation, where human creativity was at the forefront, with our freelancers developing the main campaign concept and writing the content. AI’s role at this stage was more nuanced, mainly used as a tool for refining and adjusting our final content. We used AI to ensure linguistic accuracy, appropriate tone, and overall alignment.
Another valuable application of AI at this stage was creating visual content for the landing pages, like mock-ups for the show poster highlighting the beautiful city of Paris, making the content local and Paris-based.
Landing Page Management: Where the Real Magic of AI Was Most Relevant
We optimized landing page management using AI and Facebook Pixel. AI tools actively analyzed user interactions, adjusting content and traffic distribution across different landing page versions in real time. Concurrently, the Facebook Pixel provided AI with user behavior data, enhancing our AI’s ability to conduct effective A/B tests. This combination of AI data and the Pixel allowed us to refine calls to action and messaging, ensuring maximum conversion efficiency.
Remarkable Results in Cultural Lead Generation
Our experience in the cultural sector, managing at least 15 different lead generation campaigns, typically saw an average conversion rate of 3% for new shows. In this project, we achieved an exceptional 5.5% conversion rate, generating revenue 25 times greater than our media budget. AI specifically contributed to a 30% increase in landing page conversions, thanks to the effective use of a smart traffic tool.
Expert-Led AI Success
AI flourishes when guided by experts, as evidenced in our project. For those interested in the details – from the profiles of the experts involved to the AI tools used – we invite both freelancers and clients to connect with us. Reach out to learn how our expert-led AI strategies can enhance your projects in the digital marketing landscape. Let’s work together to create your success story.
