Pacific Northwest Ballet

Cracking the Nut on Banner Ads

We began our partnership with PNB in 2009, overseeing the integration of Google Analytics on their new website and training their team to use Google Analytics to suss out trends. Perhaps the most meaningful insight we learned was that users who purchased tickets using the Select-Your-Own-Seat (SYOS) tool spent, on average, 50% more on their tickets. More about this here.

In 2009, we ran our first retargeting + Social DNA banner campaign for Nutcracker and helped sell over $400,000 in tickets on a $15,000 media investment. Needless to say, with those results, we have been actively using retargeting + social data technology to help PNB sell major productions. Most recently, we ran a campaign for 2012-2013 subscriptions where we targeted ads to single ticket buyers from past banner campaigns, the most likely subscription targets. The banners led users to a landing page where they could register to win a VIP subscription package. The banners drove 923 new leads via the contest and the campaign delivered an ROI of 727%.

Photo: PNB in Cinderella (c) Elise Bakketun 

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