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Influencer Outreach for the Almeida Theatre’s ‘Figures of Speech’

11.07.17

We recently worked with the Almeida Theatre on an exciting new digital project, Figures of Speech. The project explores some of history’s most important speeches through a series of films read by actors and young leaders. We were tasked with generating awareness of Figures of Speech for those outside of the Almeida’s typical target audience.

We delivered a targeted Influencer Outreach campaign, identifying and approaching online communities and influencers who did not fit the traditional ‘theatre-goer’ demographic. This approach complemented the Almeida’s in-house activity. We focused on those who had an interest in one or more of the themes covered by the films.

The Cogency identified and targeted influencers both in the UK and America, resulting in many individuals and organisations becoming vocal advocates for the project, successfully extending its reach and creating positive online conversation.

Influencers included The Royal Society of Literature, Pride in London, Women’s March London, National AIDs Trust, Shout Out UK and The Africa Centre. The content created included a Huffington Post contributor article, blog posts, inclusion in email newsletters and social media updates.

In total, over 4k social media posts were generated, and Twitter impressions reached 110 million

 

Figures Of Speech
@LGBTIScotland The Almeida Theatre has created a short film called ‘It's just a preference ’ – performed by a membe… https://t.co/CVevHd8utq
@samswey Hi. The Almeida Theatre has created a short film called ‘You are able to break the label’ – performed by… https://t.co/fWEryekuP8
JW is #Hereford bound for meeting about the #poppiestour https://t.co/mcIEnLhznK
@BlurtAlerts Thanks for the RT! We have other relevant speeches we think may be of interest. It would be great to t… https://t.co/2yjtCAYw6X
@claudiaharriet_ Thanks for re-tweeting! We have other relevant speeches, it would be great to talk to you about ot… https://t.co/gvzIMrFtdQ
@omaromalleykhan Thanks for re-tweeting! We have other relevant speeches we think may be of interest. It would be g… https://t.co/KpiTtWTqxe
@rosalilium Hi. The Almeida Theatre has created a short film called ‘The Four stages of Self-Care’ – performed by a… https://t.co/7wsOM16lV7
@MsPackyetti Hi. The Almeida Theatre has created a short film called ‘Dear Brother’ – written and performed by a me… https://t.co/5O5vNSzAjJ
@patient The Almeida Theatre has created a short film called ‘The Four stages of Self-Care’ – performed by a membe… https://t.co/40sdNaBQUn
@NicolaRollock The Almeida Theatre has created a short film called ‘You are able to break the label’ – performed b… https://t.co/7Q9KEbTwGI