National Arts Centre of Ottawa
Moshkamo Festival
Democratizing Indigenous performing arts
As Indigenous culture wasn’t very known to the regular NAC audience, it became necessary to spark a wider audience’s interest by highlighting the various performing arts presented by the festival, all while focusing on the ultimate challenge, that of selling several thousand tickets to insure the financial success of the event.
A unique targeting solution
An offensive centred on 3 strategic axes:
1. Understanding and hypersegmentation of our audiences
By developing more than 50 key audiences whom we wanted to reach, we were able to achieve our main goal, that of speaking to the right person, at the right time, with a relevant message.
2. Personalized content strategy
by fragmenting our audiences, we were able to develop a strategy that would reach our potential customers with a precise and relevant message.
3. Deploy, analyze, optimize
By defining our key indicators relating to engagement, intention and conversion beforehand, we were able to quickly identify the creatives which met our standards and desired performance.
Results
The campaign was a complete success. Beyond meeting our visibility and sales objectives, we’ve developed key audiences for the NAC and Indigenous performing arts.
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Number of audiences used
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Number of creatives produced
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Media partners
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Venue attendance target
(Average target)
(Average target)
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Actual venue attendance results
(tickets sold, on average)
(tickets sold, on average)