Milestone was engaged for creative development and production of key “Dolly Diamond’s Star for a Night” concept art, which was then applied across a suite of assets including street advertising, digital advertising, GIF and social media assets. We also worked closely with the promoter on activating a competition to raise awareness of this new show, build a database and manage paid digital marketing for the show.
2021 Digital Advertising & Brand and Design
Dolly Diamond will be rescuing contestants from their mundane lives, transforming them into their idols and making them stars for a night! Which stars will be unveiled? And who will win? Music icons and idols will be brought to life in DOLLY DIAMOND’S STAR FOR A NIGHT, Midsumma’s newest spectacular at Chapel Off Chapel from 21 – 24 April.
“I am so excited to be back on stage live this Midsumma and can’t wait to find out who your favourite stars are,” says megastar Dolly Diamond. “Making dreams come true is all in a day’s work for me and now people are paying to watch!” she added.
Fresh from your lockdown livestream, Dolly Diamond has converted Chapel Off Chapel into a television studio where, each night she will put celebrity contestants through their paces. They will perform the songs and take on the look of their favourite entertainment idols – and this can be any music superstar, alive or dead.
Dolly’s special guests for these performances included Bob Downe, Silvie Paladino, Rhonda Burchmore, Lucy Holmes, and, at each performance, Tash York and Matthew Hadgraft.
The number of impressions and reach was good, totalling 75,359 and 33,151 respectively. The total number of clicks received on the digital ads were 2,063 with the unique click-through ratio of 4.26%. We received a total of 166 high quality leads from the campaigns (161 via Competition ads and 5 through website subscriptions.
Creative development and production of key “Star for a Night” concept art, which was then applied across a suite of assets.
We commenced with a competition to acquire subscribers, using a FB lead form aimed at LGBTQI+ audiences, resulting in 161 leads/subscribers. We used the leads and subscriber data for retargeting, plus lookalike audiences on top of dark posts. We rolled out single artwork for each evening show plus GIFs for awareness and consideration and carousels during the consideration phase. In the final week, we created artwork for “open tonight” and “final tickets and created a GIF to push out targeted ads for $50 per show to push ticket sales to each individual show.