the7stars

Case studies

National Theatre

Brief

The National Theatre creates beautifully-directed movie-style trailers for each production. They wanted to get a wider audience to view the trailers without wastage.

Insight

The National has its own followers, but each show has the potential to reach different audience segments, and to introduce new people to the theatre.

Solution

We started to track visitors to the National’s website. IP addresses were collected by individual page, by trailers viewed, and by purchase completion. Once we collected the data, we were able to identify which potential theatre-goers were interested in each different show. As the data grows, we can create sets of potential Shakespeare-ites, comedy lovers, and other genres. Having collated data on over 500,000 site visitors, we are now buying advertising campaigns online to inform people about new shows, specific to each individual’s taste.

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