Case Study: National Theatre of Scotland reaches younger audiences with Big Think Agency's multi-channel campaign

National Theatre of Scotland drives 7.9 million impressions with Big Think Agency

The National Theatre of Scotland sought to attract new and younger audiences for its touring production, KELI. Their challenge was to share this small-town story with a major audience, moving beyond their established base of theatre lovers. They engaged Big Think Agency to develop and execute a multi-channel media campaign to meet this goal.

Big Think Agency implemented a campaign utilizing TikTok, platform-native video content, digital and out-of-home advertising, audio spots, and targeted student outreach. This strategy successfully drove significant engagement from younger demographics, with 70% of the campaign's clicks coming from users aged 18-24. The campaign achieved 7.9 million digital impressions and saved the client over £17,000, effectively connecting the bold new show with a wider audience.

National Theatre of Scotland