Bark set out drawing up a full-scale outreach campaign for Official London Theatre. To remain agile and flexible, the campaign would focus on one show at a time. This would give Official London Theatre a ‘package’ to offer to productions: ‘If you’ve got a quiet night coming up in a few weeks, we’d love to invite twenty influencers down to cover it on their channels!’
Influencers were picked according to a series of models: Cost per Engagement, Cost per View, etc. This way, we could guarantee a numerical return on the activity – be it on Instagram or YouTube. This activity would therefore be incredibly cost-effective, comparable with any other form of paid digital activity. In return for the pair of free tickets, influencers were instructed to cover the show in whatever manner they saw fit – as long as they tagged/linked to Official London Theatre, as well as the play’s channels/site. Everybody wins!