INCREASE IN WEBSITE TRAFFIC
CONSUMERS REACHED ON TWITTER
INCREASE IN TIME SPENT ON WEBSITE
The campaign featured two phases. The first to draw consumers in without showing branding and the second phase to show Louisville Ballet’s promotion for their new season
The teaser billboards were simplistic in style, featuring a note from a mysterious Jessica to her partner Chris. Jessica left a trail of letters, including key words such as stage, role playing, and performance, to Chis making suggestions about how their relationship should proceed. One week later the campaign messaging was swapped out revealing Louisville Ballet’s offer
The campaign drove consumer conversation on social media trying to figure out what the mysterious billboards were for. The campaign also earned press attention
United States
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