Case Study / Cirque du Soleil

Orchestrate global campaigns to drive more sales

Impact

In a context where Cirque du Soleil needed to orchestrate large-scale digital campaigns while maintaining high performance across diverse and highly competitive markets, we supported their teams in planning and executing strategies tailored to each local reality.

By developing an integrated approach combining brand awareness and performance, we deployed over 100 campaigns across three continents, leveraging high-impact creative formats, media innovation, and intelligent data use to maximize investment efficiency and continuously fuel audience growth.

Result: a sustained ROI ranging from 1500% to 3000% across all campaigns, conversion performance exceeding targets by up to 20%, and a strong ability to maintain—and even improve—ticket sales despite increased investments in brand awareness.

Proof that rigorous strategic orchestration, combined with agile execution and media intelligence, can turn operational complexity into a driver of sustainable performance at an international scale.

Client Objectives

Services and Technologies

Industry

Arts and Culture

The Mandate

Since 2014, adviso has supported Cirque du Soleil in the strategic planning and management of digital campaigns for its productions across Canada, the United States, Europe and Australia.

Over the years, adviso has contributed to the success of hundreds of campaigns for arena shows, big top productions and Las Vegas resident shows. The campaigns were designed to promote productions, strengthen Cirque du Soleil’s brand equity and support ticket sales objectives.

 

Adviso has successfully deployed an arsenal of digital strategies and tactics in a complex, changing and competitive environment with performances exceeding even the ambitious objectives set by Cirque, from one creation and from one market to another.
Jean-François Renaud, Partner and co-founder, adviso
3K%

ROI

The Challenges

Building digital brand awareness

Cirque du Soleil had never previously invested significant digital budgets in brand positioning initiatives. 

Navigating organizational constraints

Internal structures prevented investment in a market before a show was officially announced, limiting audience preparation opportunities. 

 

Maintaining ticket sales performance

Sustain ticket sales performance despite increased investments in brand awareness and a growing diversification of media placements. 

Adapting strategies to local markets

Deploy more than one hundred strategies tailored to the cultural realities and context of each local market. 

In the entertainment industry, media performance is not driven solely by immediate conversion, building anticipation and audience desire before launch is essential to maximizing ticket sales.

+20%

exceeding conversion objectives

The Strategy

Creating synergy between awareness and performance

Deploy awareness strategies designed to prepare audiences and strengthen the effectiveness of subsequent performance campaigns. 

Leveraging high-impact creative formats

Use immersive formats and innovative digital placements (including Smart TV, 3D Cube and interactive Homepage Takeovers) to reflect the creative nature of Cirque du Soleil. 

Using data to strengthen remarketing

Implement data recovery agreements tied to high-impact formats in order to expand audience pools and improve remarketing qualification. 

Scaling learnings across campaigns

Centralize learnings from international campaigns to rapidly implement best practices and exceed performance objectives. 

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