Cirque du Soleil's primary social media goal is to extend entertainment beyond the stage, creating an immersive experience for our audiences. Over the past year, Instagram has emerged as a key platform for the brand, experiencing significant growth and high engagement. Notably, a substantial portion of our followers hail from the vibrant circus arts community.
Whether individuals have witnessed our shows and wish to relive memorable skits or are encountering our content for the first time, the response has been universally delightful. The unique blend of captivating performances and a touch of humor ensures that our audience, regardless of familiarity with our shows, cannot help but laugh.
The curtain draws to the sound of bagpipes, a patch of green light appears, suggesting a golf course scene. The Giant Clown walks on stage, intent on giving it his best shot!
Cirque du Soleil takes pride in entertaining global audiences. And by using social media (specifically video format), Cirque du Soleil can now entertain viewers beyond the stage. As growth opportunities lie in niche audiences, in this case comedy, widening the offering of content outside of acrobatics has proven successful.
Attending a Cirque du Soleil show has always been a paying, in-person, experience which often comes with the creation of long-lasting memories as many show goers attend with family and friends. Using social media has encouraged Cirque du Soleil to overcome the boundaries of a purely physical experience, extending the guest experience pre- and post-show through video. In other words, it re-establishes, and in some cases, deepens the connection with the brand as existing customers relive their positive memory when exposed to Cirque du Soleil social content. And generated an opportunity for awareness and new audiences to discover or be exposed to Cirque du Soleil.
The video work stands out here for its ability to capture the magic and whimsy of Cirque du Soleil's Corteo while adding a unique comedic twist. By blending the grace and power of the acrobat with the playful charm of the clown, we created a captivating social experience that transcends reality, that has tickled viewers sense of humor, reaping the benefits of the platform's algorithm distributing the content massively.
The virality of a post is deeply rooted by the audience's reaction, and in this case, we hit the viral button!
The golf video achieved its marketing awareness goals and is evidence that the brand is relevant and that its content is relatable. We can confidently say that humorous content generates high volumes of engagement and overwhelmingly positive sentiment.
In terms of editing, the sequencing of the shots from this Corteo scene plays a significant role in the success of this publication. It is well-crafted to draw the viewer's attention quickly to the right character at the right moment. In essence, the success of Corteo’s golf video is an amalgamation of creativity, humor, and technical precision, reflecting the multidimensional brilliance inherent in Cirque du Soleil's artistic endeavors.
The content garnered 30.8M Reach, 8.4M Views, and 200K Engagements across Social Media channels (Instagram, Facebook, YouTube). These metrics underscore the effectiveness of our strategy in leveraging humor to captivate and entertain our audience, reaffirming our belief in the power of comedy to drive engagement and connection.
