Influencer marketing is a type of marketing that uses key leaders to deliver a brand’s message to a broader audience. It is on the rise and very popular among young people. On the other hand, theater audiences are aging, and there is a need for rejuvenation and renewal.
The project is a CREATIVE EUROPE PROJECT of the EU and aims to build the capacity of theater organizations to increase their audience and engage younger audiences through social and influencer marketing for their theater and the whole theater sector.
Through a synergy between partners from 4 countries that are experts in digital and social marketing, partners who are experts in online learning, and theater organizations, the project promotes the cooperation between social influencers and theater organizations to develop and implement an influencer marketing strategy. Based on the results of the pilot implementation to be conducted with theatre organizations that are partners in the project, a methodology and online resources will be developed that can be used by other theatre organizations across Europe. Moreover, online training activities (both synchronous and asynchronous) will be organized to share the expertise and experience acquired with at least 230 theatre organizations and cultural operators across Europe. It is expected that by the end of the project, theatre organizations are going to upgrade their online presence and reach an increased audience, mainly belonging to the younger ages; have an increased number of people (especially from the younger generations) to come as the audience to the theater performances that they offer; have grown contacts with the world of social media and influencer marketing and developed long-lasting relations, which will support the sustainability of the project outcomes; and have advanced skills in the development and monitoring of social and influencer marketing strategies.