Sitting within the public performing arts and cultural arm of Monash University, MLIVE was launched with the aim to make the performing arts more accessible to Melbourne’s diverse communities. The performing arts venue is home to a wide variety of bold and contemporary performances that promise to surprise, delight and challenge. No matter the MLIVE event, audiences walk away with an exceptionally memorable experience.
Heralding a new era of performing arts, it was essential that the MLIVE content strategy underpinned the brand’s bold vision to provoke new thinking, have a profound impact on its audiences and ultimately create memorable and shared experiences for its audiences. Carrying this personality and excitement across to the digital space, it was a no-brainer that social media would play a key role in setting the foundation for audience growth and engagement with the new brand.
To effectively communicate the essence of MLIVE and drive traffic to the website, Yoke created an ongoing content strategy spanning across Facebook, Instagram and Twitter. Being supported by search engines within the wider digital marketing strategy, this integrated approach ultimately contributed to an Ad Recall Lift of 8.6% and Engagement Rate of 3.8% on Facebook, and ticket sales conversion rate of 6.85%.