Leveraging the power of Instagram Stories has allowed the brand to deepen the connection with its fans. This has been done by providing an authentic 'Day in the Life' of Cirque du Soleil’s cast and crew experiences, exclusive behind-the-curtain content, World Premiere access, and so much more. Through engaging and compelling content, this initiative continues to aim at humanizing the brand, more specifically our artists, as they are typically known for their superhero-like acrobatic skills. Offering fans a view into the artists' daily routines, creative teams processes and personal moments, this provides relatable points of views, which in turn strengthens the bond between the brand and the audience.
Our Instagram stories offer a multifaceted glimpse into the vibrant world of Cirque du Soleil, encompassing a wide range of content that resonates with our audience. By providing an immersive experience that goes beyond traditional promotional material, we aim to cultivate a deeper connection with fans and foster a sense of community within the Cirque du Soleil universe.
The Content:
Cirque du Soleil always strives to be the most authentic and inclusive, and Instagram stories have been a pivotal tool to show these attributes. This comprehensive coverage ensures fans get a truthful and unique experience, enhancing the sense of connection. Adapting the content to the network and making use of the newest features, we incorporate interactive elements such as polls, quizzes, and questions to encourage fan participation.
The Challenges:
One of the primary challenges lies in maintaining a balance between spontaneity and planned content while ensuring that each story contributes to the overarching narrative of Cirque du Soleil's brand. Additionally, coordinating and curating content from various sources and countries, within the organization can be complex, requiring careful planning and execution to ensure a seamless and cohesive experience for viewers.
Through the implementation of this strategy, Cirque du Soleil aims to leverage Instagram Stories as a powerful tool for storytelling, community engagement, and brand building, allowing fans to immerse themselves in the magic of Cirque du Soleil.
The results of our Cirque du Soleil Instagram Stories campaign exceeded our team's objectives and demonstrated the success of our efforts. Across three stories, we garnered over 500K Impressions organically, showcasing the power of authenticity and compelling storytelling.
Sydney Brown’s Artist Takeover achieved 125K Impressions and 1.7K Engagements across 11 frames demonstrating a strong level of interest and interaction from our audience. For Cirque du Soleil’s ECHO World Premiere, the story garnered 258K Impressions and 3.2K Engagements across 23 frames, indicating attraction and excitement with viewers. Additionally, our story Heidi Halloween X Cirque du Soleil 2023 achieved 287K Impressions and 3.1K Engagements across 17 frames, confirming our audience loves to see what we’re up to all over the world.
These results not only met but exceeded our team's objectives in several ways. Firstly, the high number of impressions demonstrates that our content resonated with a wide audience and successfully captured their attention. Secondly, the substantial engagement metrics indicate that our audience was not only passively consuming the content but actively engaging with it, indicating a strong level of interest and investment in the Cirque du Soleil brand. In comparison to the average reach of 11K, the impressive results of our Cirque du Soleil Instagram Stories campaign, with over 500K impressions organically, underscore the significant impact and effectiveness of our storytelling approach.
