Cirque du Soleil’s primary social media goal is to transcend the boundaries of the stage, transforming entertainment into an immersive digital experience for audiences worldwide. This video perfectly encapsulates that mission by celebrating the awe-inspiring artistry and daring athleticism of our performers. Platforms like Instagram, TikTok, Facebook, and YouTube have become essential for engaging with our diverse audience, including a passionate and vibrant circus arts community.
Through this initiative, we sought to humanize our artists by shining a spotlight on their exceptional talent, dedication, and courage, fostering a deeper emotional connection between them and our viewers. Whether rekindling memories for those who’ve experienced our shows or introducing first-time audiences to the magic of Cirque du Soleil, the video aimed to captivate, inspire, and engage. Its breathtaking display of skill and heart-pounding performance embodied the unparalleled artistry that defines our brand and continues to enthrall audiences across the globe.
You scroll and land on a guy standing in front of what looks like a giant hamster wheel. Within seconds, he launches into the sky, balancing on one hand, and just like that, you’re in awe. Whether it’s your first time or your twentieth, you’ve just experienced the breathtaking thrills of the Wheel of Death!
Attending a Cirque du Soleil show has always been a premium, in-person experience, creating long-lasting memories for audiences who attend with family and friends. Social media has allowed Cirque du Soleil to transcend the boundaries of a purely physical experience, extending the guest journey before and after the show through video content. It reconnects existing fans with the magic of Cirque while introducing new audiences to the artistry and daring feats that define our brand.
The video’s journey began serendipitously when one of our coaches, Dr. Cherie Walker, captured and shared a breathtaking moment featuring the "Flag" trick on the Wheel of Death, performed by artist Jimmy Ibarrazapata in our show KOOZA. Recognizing the extraordinary skill on display, we decided to amplify its reach. Knowing our audience’s intrigue with the Wheel of Death, we strategically launched the video on TikTok, where captivating and high-impact content thrives. The decision was driven by our understanding of our specific and clear audience behavior: Wheel of Death acts consistently fascinate viewers, and this trick was particularly fascinating.
The result was immediate: the video became our highest-performing TikTok post ever, prompting us to share it across Instagram, Facebook, and YouTube throughout the year. Each platform was optimized for engagement, with attention-grabbing captions and a focus on the artist’s jaw-dropping performance. This organic, artist-first approach not only elevated the video but also aligned with our mission of celebrating the performers who bring Cirque du Soleil to life.
The video stands out for its ability to capture the sheer thrill and daring artistry of Cirque du Soleil’s KOOZA, showcasing the jaw-dropping skill of the Wheel of Death performer. By blending the intense physicality and precision of the act with the captivating presence of the artist, we created a visually stunning social experience that leaves viewers in awe. This powerful combination resonated deeply with audiences, leveraging the platform’s algorithm to achieve massive distribution and engagement.
The Wheel of Death video exceeded our goals, reaching 167.8 million views and generating 4.76 million engagements across platforms, while attracting 233,000 new TikTok followers with a single post. The response highlighted the emotional connection we aim to create, as audiences expressed awe and admiration for the performer’s bravery and skill. Comments like “Omg 😳 my heart skipped a beat right here🔥👏,” and “Mind blowing!! Strongest artist/athletes in the world!” reflected the powerful impact of the performance, with one fan summing it up perfectly: “Cirque has got to produce some of the most anxiety-inducing, yet completely mesmerizing and enjoyable shows. Love, love, love it!!”
The video’s success lay in its ability to showcase the breathtaking artistry and precision of the “Flag” trick on the Wheel of Death, capturing the performer’s skill with carefully crafted timing and angles. It extended the magic of KOOZA to a global audience, offering both existing fans and new viewers a glimpse into the daring world of Cirque du Soleil. By celebrating the remarkable talent of our artists and inspiring awe worldwide, the video exemplified how Cirque’s content can transcend the stage to foster deeper connections and spark wonder.
