An arts centre was launching a new festival specifically to appeal to new audiences. They wanted to understand whether the planned creative and language would resonate, especially with the core target audiences of under 45s who were culturally engaged but new to classical music.
They used the Indigo Share: Discover Campaign Testing survey to explore the artwork and language with the younger target audience, as well as those who fit the current audience profile.
The results highlighted two areas of confusion within the messaging, allowing the team to make some tweaks to ensure clarity and the success of the campaign. It also uncovered what additional information new audiences were looking for, which the marketing team then built into their social campaign.
Summary
Service: Campaign Test | Methodology: Survey | Responses: 826
Outcomes:
- Amended wording to remove two misleading terms
- Included additional descriptive information
- Changed categorisation of events on website