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Case Study: The Grounds

Key Results

12.84x

ROAS on paid social campaigns

387%

increase in mailing list size

48.79%

increase in social media followers

82.7%

increase in organic reach on Instagram, 61.7% on Facebook

Key Results

12.84x

ROAS on paid social campaigns

387%

increase in mailing list size

48.79%

increase in social media followers

82.7%

increase in organic reach on Instagram, 61.7% on Facebook

CLIENT

The Grounds

SERVICE

Social Media Management
Content Creation
Email Marketing
Paid Advertising

INDUSTRY

Entertainment

WEBSITE

Live preview

CLIENT

The Grounds

SERVICE

Social Media Management
Content Creation
Email Marketing
Paid Advertising

INDUSTRY

Entertainment

WEBSITE

Live preview

The Brief

The Grounds, Hong Kong’s premier outdoor cinema experience, faced new challenges in a post-COVID landscape. OCPR was tasked with ensuring The Grounds remained relevant and appealing amidst increased competition and shifting public interests. Our goal was to revitalise their digital presence, grow their audience, and drive ticket sales for the 2023 season.

KPIs

Return on Ad Spend (ROAS)

Email engagement rates

Social media follower growth and engagement

Organic reach on social platforms

THE CHALLENGES

Post-COVID Event Landscape: With the lifting of COVID-19 restrictions, The Grounds faced increased competition from traditional events, requiring a shift in marketing strategy to maintain relevance.

Audience Retention: Keeping The Grounds compelling in a market flooded with event choices was crucial to ensure it remained a preferred entertainment destination in Hong Kong.

Shifting Consumer Behavior: Adapting to changes in how people consume entertainment and engage with brands post-pandemic required innovative approaches to content and marketing.

THE WORK

Social Media Strategy Overhaul: We shifted from sales-focused broadcasting to creating engaging, lo-fi content that highlighted the emotional and traditional aspects of a movie night at The Grounds, aiming to cement its place as a Hong Kong tradition.

Diverse Content Creation: Collaborating with internal team members, in-house designers, external content creators, and influencers, we produced a rich mix of content that significantly increased organic reach and engagement.

Database Growth: We implemented a comprehensive strategy to grow The Grounds’ mailing list, enhancing direct communication with attendees.

Email Marketing Campaign: We managed a precision email marketing strategy, crafting engaging content and timing sales phases effectively to drive high open and click-through rates.

Targeted Paid Campaigns: Working with our partners at Zicket, we ran paid campaigns across Eventbrite Boost and Facebook Ads to expand the mailing list, increase follower count, and enhance brand awareness.

THE RESULTS

High ROAS: Achieved a 12.84x return on ad spend, demonstrating the effectiveness of our targeted advertising strategies.

Email Engagement: Maintained a 53% open rate and 7.5% click-through rate while growing the mailing list by 387%.

Social Media Growth: Witnessed a 48.79% increase in followers, expanding The Grounds’ community and reach.

Increased Organic Reach: Saw an 82.7% increase in organic reach on Instagram and a 61.7% increase on Facebook. Instagram profile visits increased by 37.3%, and Facebook page visits by 26.1%.

Improved Revenue: Raised the average order value by 7.14%, contributing to overall revenue growth.

OCPR’s partnership with The Grounds has successfully revitalised its presence in Hong Kong’s competitive entertainment scene. By implementing a multi-faceted digital strategy, we not only overcame the challenges of a post-COVID landscape but also set new benchmarks for engagement and ticket sales. The Grounds is now well-positioned to continue as an annual, time-honored tradition in Hong Kong, with a strong digital presence and engaged community. We look forward to building on this success in future collaborations, continuing to innovate and adapt our strategies to keep The Grounds at the forefront of Hong Kong’s entertainment options.

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