After the unprecedented cancellation of the 2020 Christmas Spectacular for the first time in history, our digital content goals were clear: Create strategic awareness and excitement around the return of the 2021 Spectacular and attract new audiences. By showcasing the 97-year-old brand's strategic integration with pop culture trends, we produced compelling short-form video content that exponentially grew our following on TikTok - creating national news coverage of our channel's storytelling in the process.
Our strategy to create awareness of the Rockettes and Christmas Spectacular with a younger demographic involved engaging with viral dance trends and testing and innovating within the TikTok platform.
We made a strong effort to engage with viral videos on other pages, which helped expand the reach of our own content. Most notably, engaging with the viral TikTok video of 96-year-old Rockettes superfan Nanny created such a positive reaction from both fans and the Rockettes themselves that it resulted in an in-person meetup. The heartwarming exchange, which we documented and then proceed to go viral on our own platforms, was featured on the Today Show, NBC, Z100, CNN, and Newsweek.
Our strategy also included exploring "listicle" voiceover videos through our original series, “Things You Didn’t Know About the Rockettes” and “Rockette Myths Debunked.” These series were innovative ways to showcase behind-the-scenes footage of the Rockettes rehearsals and the Christmas Spectacular production. Our Digital Content team strategically planned out the content calendar to optimize our post reach by testing new publishing cadences.
We also worked closely with our Legal team and music labels to clear trending music on TikTok, staying on top of music trends, organizing video shoots with the Rockettes in a timely fashion in between their busy show schedules, and posting the content while the trend was still relevant.
We produced record-setting growth, engagement, and video views on TikTok in 2021.
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