Purpose winner: Resolution Agency

Reconnecting the US theater industry with its audience was a massive challenge. Resolution Agency helped staff in New York and more than 250 other North American cities get back on their feet. This is why PMW's judges saw it as an award-winning purpose driven performance marketing campaign.

Purpose winner: Resolution Agency for ‘This Is Broadway’

To help bring Broadway theater back to life, Resolution Agency needed to help The Broadway League raise awareness of the shows that were reopening and drive interest in purchasing tickets.

Resolution Agency faced a significant digital challenge too, as it was limited in how it could use paid search. To target its audience, the campaign needed to help all Broadway theaters. Therefore, bidding on show-specific keywords would be counterproductive as it would steal traffic away from theaters’ own paid search efforts and drive up keyword prices.

To stay neutral, it needed to adopt a more strategic, tactical channel approach.

A hyper-targeted performance marketing campaign was designed to tell avid theater-goers that “Broadway is BACK!”. At its heart was a two-and-a-half-minute short film celebrating all of Broadway, with a voiceover by Oprah Winfrey.

Within, a CTA pushed users to Thisisbroadway.org, a new listings site, where they could find out what was playing, get up-to-date safety information, and see easy links to buy tickets. The site also included a sweepstakes competition to win four tickets to every Broadway show. This was key in helping The Broadway League acquire first-party data (which will be key in the cookieless world), which it could use to build lookalike audiences for retargeting.

Now, thanks to this awareness campaign, Broadway ticket sales are shooting up again. More than $80m in ticket sales were generated in the first 8 weeks of Broadway’s return. Specifically, their campaign drove nearly 9% of those sales – for a 517% return on investment.

Judges’ comments

Commenting on why this won the PMW Purpose award, Kris Tait, US MD at Croud, said: “A great campaign which came at the right time to encourage people back to Broadway. The results were excellent and I loved the data inputs they were using across the Amtrack line and customer data.”

Fellow judge Rachel Ooms, Executive Director of Hearts & Science, added: “I love this campaign strategy and execution. Even without Oprah's assistance this would have done well.”