Dundee Contemporary Arts.
THE BRIEF: DCA is Dundee’s cultural and artistic hub, offering a broad programme of exhibitions and events via its cinema, gallery and art spaces. We worked with DCA specifically on their cinema programme. We created a campaign showcasing the best independent cinema - the curated programme, the hospitality and the general ambience and encouraging people to return.
DUNDEE CONTEMPORARY ARTS.
“Working with Mustard was such a pleasure - their deep understanding of independent cinema meant they understood both our needs as an organisation and the context we’re working in.”
With two screens, the venue programmes a mixture of mainstream blockbusters generously peppered with specialised indie films such as arthouse and foreign language. They have a strong membership programme, and the venue is popular with students. Mustard Studio developed a campaign with the venue and the cinema team. First, we looked at the attendance data and frequency of visits to help identify who we were targeting. We did a digital audit to ensure the website was set up with the correct analytics to track campaign visits.
We looked at customer testimonials and the language they used to describe their experience when attending the venue, and it was clear that people appreciated the welcoming nature and being part of a community. Their love for foreign films ‘always inspiring and unique’ was abundant, and we wanted the campaign to lean into the idea of discovery. The campaign focused on the key indie releases over the month and linking the image with the language we had identified.
The social media campaign was delivered across Meta and Google and drove broad awareness within a 30-mile radius of the venue. We also created a Google search element as part of the campaign designed to pick up relevant searches associated with the brand and collect the general keywords, which could then be reused for further campaigns. This approach meant the cinema received specific data and could continue the campaign independently using the templates.
‘The campaign they developed for us was exactly what we needed, and the insights they offered throughout have led us to completely change our approach to digital marketing.”
EO - a Film by Jerzy Skolimowski.
Our recommendations were based on how to maximise and implement an Always On campaign and keep remarketing based on the conversion data we had from the campaign. We also delivered a city-centre print campaign to augment digital activity.
Duration: 12 Weeks.
Services: Digital Audit / Digital Campaign / Print Campaign
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