This publish was created in partnership with Cirque du Soleil
Cirque du Soleil’s breathtaking performances transcend language, tradition, and borders. And now the legendary model is increasing to weave inspiration throughout digital, bodily, and emotional touchpoints.
At an ADWEEK Home Cannes fireplace chat, Cirque du Soleil Chief Buyer Expertise Officer Anne Belliveau, in dialog with ADWEEK Chief Content material Officer Zoë Ruderman, revealed an unique have a look at Cirque’s daring new model platform.
A chance to rebuild a model
Through the pandemic, Cirque went from 40 world exhibits a 12 months to zero, presenting a possibility for the model to pause and make clear its future route. A post-pandemic model well being survey of Cirque’s world, multigenerational viewers confirmed an unaided consciousness of 80%, surpassing that of Disney and Netflix. It additionally indicated that followers needed to discover extra when it comes to digital codecs, past simply the exhibits.
Belliveau mentioned the model wanted to vary the “wash and repeat” of the shopper journey, the place clients purchase a ticket, attend a present, and obtain a thank-you electronic mail. Cirque determined to rebuild the model and increase from solely exhibits to a 360-degree providing.
“We took it from showtime to on a regular basis. We’ve based mostly ourselves on all this nice knowledge that we collected, and we began rebuilding—and even constructing—a stable model structure, which we didn’t have. We had our exhibits, however we had nothing else,” Belliveau mentioned.
The Cirque du Soleil exhibits stay on the core of the shopper expertise framework, and the model has added three pillars: expertise, studio, and assortment.
“This structure, so simple as it’s, is extraordinarily coherent, and it allows us to create this setting inside which the shopper will acknowledge themselves,” she shared, “and actually allows us as effectively to deploy particular touchpoints with new companions or by ourselves.”
Inviting audiences to really feel the awe and inspiration
On the fireplace chat, Belliveau unveiled Cirque’s new tagline: Really feel the inspiration.
“We needed it to start out with a verb. It’s an motion. It’s a name to motion,” Belliveau defined. “Everyone knows this as entrepreneurs; shoppers don’t purchase your product. They purchase into a greater model of themselves. They purchase into hope. That’s what that is all about: inspiration.”
To interact its audiences and supply them extra codecs moreover the premium-priced exhibits, Cirque stopped promoting tickets by its personal channels.
“We turned these channels into content material channels which might be extraordinarily related and that nourish themselves into the calls for or from the demand itself. That proved extraordinarily profitable. Our viewers grew rather more than we anticipated.”
Promoting video on demand (AVOD) and Free ad-supported TV (FAST) have grow to be instrumental channels for enhancing Cirque’s visibility. The model has additionally developed an envoy community with its artists, the place they create their very own content material for Cirque’s website and vice versa. As an illustration, Cirque has used Meta’s new AI glasses on its acrobats to provide an AI-driven content material collection.
“It is a belief loop that we constructed inside our viewers with our personal artists that’s actually profitable,” Belliveau added. “AVOD proved a tremendous tactic for us, and it turned our personal wonderful broadcasting instrument that we use.”
A brand new model structure to have interaction audiences
Belliveau shared that Cirque’s viewers is rich, educated, and world.
“What we love about our viewers is that it’s common. We go above the cultural boundaries as now we have no language, and we convey the awe feeling,” Belliveau identified.
She added that Cirque is enticing for entrepreneurs as a result of its viewers doesn’t cross over with the dwell sports activities viewers.
“It’s a really totally different method. It’s a creative, entertainment-driven viewers,” Belliveau mentioned. “And that’s what manufacturers which might be over-indexing, for instance, in sports activities, are coming to us for. To assist them diversify.”
Belliveau mentioned Cirque’s new model platform has created consciousness, retention, loyalty, and, most of all, engagement. “That’s the fantastic thing about this model structure—you’ll be able to enter from many doorways. You may enter as a shopper of our content material.”
Belliveau concluded, “When you expertise one contact level, after all, the thought is to cross-reference all of the others and to maintain you in the environment from a 360 viewpoint.”
