Campaign of the Quarter: Royal Exchange Theatre - Bruntwood Prize 2019

In June 2019 we were approached by Royal Exchange Theatre to plan and deliver a bespoke DV360 campaign to promote the Bruntwood Prize for Playwriting. A joint award between Royal Exchange Theatre and property specialists, Bruntwood; the biennial competition is open to entrants of all ages and demographics across the UK.

Bruntwood Prize Campaign (click to enlarge)

KPI: Prize Entries (conversions)

Considerations: Given the wide geographical targeting vs the modest budget allocated, we had to ensure we didn’t stretch the budget too thinly and compromise performance.

As the prize is open to all ages, it was paramount we narrowed down our targeting to only the most relevant users.

Rationale: With a KPI of driving conversions, we were aware that retargeting would play a major role in generating results. Taking this into account, bespoke tags were added to the Bruntwood Prize website prior to the campaign going live therefore allowing us valuable insight into the types of audiences engaging with the prize.

Not only did this allow us insight into users to retarget with paid media, this provided comprehensive analysis which allowed us to create bespoke ‘look-a-like’ audiences.

Campaign Performance: The Bruntwood Prize campaign exceeded the client’s expectations by delivering a 34% increase in prize entries in comparison to the previous prize with 1982 entries submitted in 2017, vs 2561 in 2019.

  • 670,322 impressions delivered

  • 957 clicks achieved

  • 415 entries generated

  • 34% percentage increase year on year.

We are thrilled with the results of this campaign. The Bruntwood Prize marketing campaign has always relied on a digital element as it’s such a cost effective way of spreading the word to a targeted audience.

The campaign exceeded expectations and due to much more precise tracking through pixel placement, we’ve been able to see remarkable results. Actually being able to track the number of people who submitted an entry to the competition means we can see that this campaign was a key contributor to the percentage increase in entries this year.
— Vanessa Walters - Head of Marketing at Royal Exchange Theatre