Svenska Teatern’s Native Advertising Success
Sustainable sales and communication
About Svenska Teatern:
Svenska Teatern, Finland’s Swedish speaking National Scene established in 1866, is celebrated for its diverse and powerful productions. As part of a comprehensive overhaul of their sales and marketing strategy, they leveraged Readpeak’s native advertising platform to enhance sustainable sales and targeted communication.
Engaging audiences and earning media attention
Theatregoers and the media are vital to Svenska Teatern’s success. Their challenge was to enhance public engagement and shift from traditional communication and outbound marketing to compelling, journalist-crafted content that would attract attention and drive conversation with all stakeholders.
Strategic content and distribution
At the heart of Svenska Teatern’s revamped marketing strategy was a strong emphasis on marketing automation and precise audience segmentation. The theatre adhered to the principle, “If you target everybody, then you target no one,” ensuring that their messaging resonated with specific, relevant groups.
Readpeak played a pivotal role in this marketing strategy, serving as more than just an advertising tool. Svenska Teatern used Readpeak as a key channel for announcements and storytelling. By employing journalists to create engaging content for their website, they leveraged Readpeak’s platform to disseminate these stories effectively to selected audiences, ensuring maximum impact.
Boosting engagement, sales, and audience reach
Within the first few months of implementing their new sales and marketing process, with Readpeak playing a vital role in content distribution, Svenska Teatern saw significant growth:
- Euro-denominated sales increased by 60.42%
- Single ticket sales rose by 55.76%
- The number of individual customers grew by 43.04%
- The relative share of new customers increased by 23.40%
It’s important to note that in 2021, pandemic restrictions impacted ticket sales, so these figures aren’t directly comparable. However, they still illustrate the significant growth achieved. In 2022, despite the spring lockdown, the target of 70,000 annual visitors was met. Additionally, in fall 2022, 34.8% of the audience were new customers. There was also a notable increase in Finnish-speaking attendees, particularly in content and services aimed at families. The average number of tickets purchased per individual customer also increased.
Additionally, the native advertising campaign delivered impressive engagement metrics:
- Average CTR: 0.58%, with top-performing creatives achieving a CTR of 1.11%
- Average CPC: 0.86€, highlighting cost-effective engagement
- Volume: Over 3,500 clicks, driving meaningful traffic to their content and productions
These results underscore the effectiveness of Svenska Teatern’s approach in engaging audiences and achieving earned media, demonstrating the power of their digital strategy.
Elevating marketing and sales through native advertising
Svenska Teatern’s innovative use of native advertising exemplifies their commitment to sustainable sales, focusing on strategic marketing to achieve sustainable, long-term results rather than just quick wins. By crafting and distributing thoughtful content, the theatre not only promoted their plays but also fostered significant media interest and public dialogue, demonstrating the impact of well-executed native advertising
“Our team has experienced firsthand that Readpeak was instrumental in reaching mainstream media, securing additional coverage, and connecting with hard-to-reach audiences. The success of our campaign reaffirms the effectiveness of native advertising in enhancing visibility and sparking meaningful conversations about our productions.”
