Results That Just Kept Climbing

Theatre is a cornerstone of Scottish theatre, known for its bold artistic vision and a legacy of critically acclaimed productions including Make It Happen and Osage County. As a producing theatre with national and international recognition, The Rep plays a vital role in Scotland’s cultural landscape, making it a privilege to support the promotion of its 2025 Christmas production, Jack and the Beanstalk. The objective was clear: build awareness, generate excitement, and drive ticket sales for one of the most competitive periods in the theatre calendar.

Our approach focused on smart targeting, strong creative storytelling, and ensuring every touchpoint delivered impact. Digital activity across Meta, TikTok, and Google formed the backbone of the campaign, with custom audiences built around theatre loyalists, families, and those actively seeking festive experiences. Sequential messaging allowed us to take audiences on a journey from anticipation to conversion.

The campaign launched with behind-the-scenes content, including readthroughs and rehearsal footage, building early excitement as Christmas approached. Through careful retargeting, creative evolved to showcase dress rehearsals, PR imagery, and performance trailers, keeping content fresh and maintaining momentum. Once the show opened, review and testimonial videos from audiences and critics provided reassurance and a final nudge for those still deciding.

To reinforce digital activity and increase ad recall, we introduced a targeted outdoor presence in Dundee and Perth. Sites were hand-selected in high-footfall town centre locations and timed to coincide with peak Christmas shopping periods. Street posters featuring the recognisable campaign character, Caroline the Highland Cow, created strong visual continuity with the digital creative and reinforced brand recognition.

To elevate the campaign further, we collaborated closely with Dundee Rep Theatre and JackARTS to bring Caroline to life as a 3D special-build spillboard. The installation added a sense of fun and spectacle, delighting passers-by and giving the production a genuinely memorable presence in the city.

This idea was carried through into digital, with bespoke ads animating Caroline the Highland Cow to appear as though she was bursting out of the screen, echoing the 3D spillboard and strengthening recognition across channels.

The campaign delivered strong performance across all metrics. An overall CTR of 4.3% demonstrated highly relevant targeting, reflected in the volume of purchases driven over the five-week campaign.