April 2024 - present

This is how we gave the revamped version of Soldier of Orange - the Musical an online marketing boost

With more than 3.7 million visitors, Soldaat van Oranje is the longest-running theatre production in the Netherlands. But even an iconic success can be renewed. In 2024, it was time to appeal to a younger target group and redesign online marketing. Boest was commissioned to take on the entire strategy and execution. The result: a ROAS of 28+, successful campaigns on TikTok and a digital breakthrough with a new generation of theatre-goers.

Results

We have achieved these results

For Soldaat van Oranje, we developed a new always-on approach on three platforms:

28+

ROAS averaged across all platforms

5.5 million

Social engagements

€ 8,50

CPA Meta

Approach

This is how we went about it.

Our approach

This is how we went about it.
One performance, multiple audiences
Result

This is how we went about it.

We started with a complete reset of the digital marketing approach. In the streets, Soldier of Orange has had a dominant presence for years, but online, a powerful first contact moment was missing. We changed this with a targeted, data-driven funnel structure on Meta, Google and TikTok.

Awareness: TikTok and Meta with recognisable videos and UGC through sister label Flik Flak
Consideration: specific campaigns based on region or motivation to book
Conversion: dynamic ads targeting previous website visitors and interested parties

One performance, multiple audiences

We did not bet on one route to conversion, but moved with the audience’s different motivations:

For young people: TikTok campaigns and content with recognisable tone of voice
For people outside the Randstad: ads with packages and bus trips
For procrastinators: creatives with the message “Really go now” and clear call-to-actions

For procrastinators: creatives with the message ‘Really go now’ and clear call-to-actions

Result

The revamped strategy paid off immediately. An ROAS of 28+, solid growth in reach and visibility among younger audiences and strong content that connects to the feel of the show. The collaboration is growing in trust and independence. For us, this is not a standard assignment, but a culturally relevant campaign we are proud of.

This is how we went about it.
One performance, multiple audiences
Result

This is how we went about it.

Awareness: TikTok and Meta with recognisable videos and UGC through sister label Flik Flak
Consideration: specific campaigns based on region or motivation to book
Conversion: dynamic ads targeting previous website visitors and interested parties

One performance, multiple audiences

We did not bet on one route to conversion, but moved with the audience’s different motivations:

For young people: TikTok campaigns and content with recognisable tone of voice
For people outside the Randstad: ads with packages and bus trips
For procrastinators: creatives with the message “Really go now” and clear call-to-actions

For procrastinators: creatives with the message ‘Really go now’ and clear call-to-actions

Result