The goal of the Rockettes Dance Video Series was to expand brand relevancy and drive follower growth in the offseason for a traditionally holiday-focused brand.
This out-of-season initiative focused on showcasing the Rockettes precision dance talent in genres outside of what they are typically associated with, their physical strength, and their sense of sisterhood, unity and community.
The Rockettes digital team created and launched a new content initiative merging the dance company’s well-known precision dance style with today’s popular social video aesthetic.
The pieces featured licensed music by pop singers Sabrina Carpenter and Kelsea Ballerini, artists chosen specifically because pop is not typically associated with the Rockettes, and because these artists attract a younger demographic. Tagging the artists in each of the posts boosted visibility to the artists accounts, with the ultimate goal to earn valuable shares from their accounts across Instagram, Facebook and Twitter.
Launched during August and September of 2019, these videos provided critical pre-season engagement on social that led into the Rockettes peak holiday season.
KPIS (as compared with year over year):
#1 Instagram Video Post of 2019, date range: Jan. – Sept. 2019
850% Increase in Follower Growth: 10K new followers, date range: August-Sept. 2019
241% Increase in Video Views: 1MM+ video views, date range: August-Sept. 2019
207% Increase in Impressions: 3MM impressions, date range: August-Sept. 2019
171% Increase in Engagements: 87K engagements, date range: August-Sept. 2019
Creating a social-first strategy with this content helped expand the Rockettes reach, engagement and follower growth in the off-season.
Press: The initiative was featured on Billboard.com (14MM unique visitors a month) https://www.billboard.com/articles/news/8528027/the-radio-city-rockettes-dance-to-kelsea-ballerinis-miss-me-more-watch
Artist engagement: Kelsea Ballerini and Sabrina Carpenter both shared the videos of the Rockettes dancing to their respective songs on their social media channels which boosted engagement, expanded the reach to a younger demographic, and produced a spike in new follower growth.
This initiative produced a benchmark-setting level of engagement in the critical months leading into Rockettes peak social media season.
