Frozen in Concert – Film Concerts VN

Frozen in Concert” by Film Concerts VN combined a live orchestra with the iconic animated film, selling over 1,000 tickets within 2 months. The campaign’s success was driven by creative social media strategies and influencer partnerships, generating strong engagement and awareness.

Campaign Overview

In an effort to introduce the concept of live orchestra performances combined with animated films to the Vietnamese audience, Film Concerts VN launched the “Frozen in Concert” campaign. This unique event featured a live orchestra performing the score of the animated movie Frozen, offering a fresh and exciting experience for both music and movie lovers. The main goal of the campaign was to generate awareness about the event and sell over 1,000 tickets within 2 months.

Campaign Objectives

The primary objectives of this campaign were:

• Increase awareness and engagement for the Frozen in Concert event.
• Sell over 1,000 tickets within two months, an ambitious target considering the new concept of the event in the Vietnamese market.
  

Campaign Challenges

While the campaign had clear objectives, it faced several challenges:

1. Unfamiliar Event Concept: A live orchestra performing for an animated film was a relatively new concept in the Vietnamese market, making it difficult to attract initial attention.
2. Ticket Sales: With a niche audience and the novelty of the event, driving ticket sales was challenging, especially given the competition from other forms of entertainment in the market.
3. Limited Social Media Presence: Film Concerts VN did not have an established presence on social media platforms like Facebook, Instagram, and TikTok, which were essential for promoting the event to a wider audience. 

Execution: How the Campaign Was Carried Out

To address these challenges and meet the campaign’s goals, the following strategic actions were implemented:

Establishing Social Media Channels

One of the first steps in the campaign was to establish dedicated social media channels for Film Concerts VN on Facebook, Instagram, and TikTok. These platforms were used to increase awareness and engagement, connecting with the target audience and driving traffic to the event.

• Facebook: A fan page was created, reaching 1,000 followers, building an online community and creating a space for engagement.
• Instagram & TikTok: Social media channels were used to promote the event visually, with engaging content tailored to the respective platforms.

Developing a Content Plan

A detailed content plan was developed to introduce the event to the audience and encourage ticket sales. The content was designed to:

• Highlight the uniqueness of the event by featuring behind-the-scenes footage of the orchestra preparing for the show, interviews with performers, and promotional materials related to the concert.
• Emphasize the emotional connection between the animated film and its music, appealing to fans of both the movie and classical music.
  

Producing Funny Skits to Promote the Show

To make the campaign more engaging and shareable, the team produced over 5 funny skits related to the event. These skits were crafted to be lighthearted and humorous, capitalizing on the popularity of TikTok and its short-form video format.

• Skits featured themes and characters from the movie Frozen, such as Elsa, Anna, and Olaf, interacting with the orchestra and engaging in humorous, relatable scenarios.
• These funny skits garnered attention, increased social media engagement, and contributed to the viral spread of the campaign.
  4. Collaborating with Influencers

Influencer marketing played a key role in promoting the event. Film Concerts VN collaborated with over 5 influencers who helped spread the word about the Frozen in Concert event.

• Influencers shared content, encouraged followers to attend the event, and added their personal touch to the promotion. This collaboration helped extend the campaign’s reach and credibility among a wider audience.

 Paid and Earned Media Strategy

In addition to organic promotion, paid media was used to extend the campaign’s reach. Facebook and TikTok ads were strategically placed to target the right demographics and generate interest in ticket sales.

• Paid Media: Ads were run on Facebook and TikTok to target specific age groups and interests related to the Frozen movie and live orchestras.
• Earned Media: Organic content shared by influencers and followers helped boost visibility, increasing the event’s engagement rate.
  

Results: Campaign Achievements

The “Frozen in Concert” campaign achieved impressive results, exceeding its initial goals and setting a new benchmark for future events by Film Concerts VN.

Ticket Sales and Event Participation:

• 1,000+ tickets were sold within the 2-month period, achieving the goal set at the start of the campaign.
  

Social Media Reach and Engagement:

• The campaign built a Facebook fan page with 1,000 followers.
• 3 TikTok posts went viral, averaging 50,000 views per post, significantly increasing the campaign’s visibility.

Brand Awareness:

• The campaign successfully introduced the concept of a live orchestra concert for animated films to the Vietnamese audience, positioning Film Concerts VN as an innovative entertainment brand.
  

Visuals and Emotional Appeal

The campaign used stunning visuals from the Frozen in Concert event to drive engagement. The images and videos featured both the orchestra performing the iconic Frozen songs and the enthusiastic reactions of the audience, further enhancing the emotional connection with the brand.

Conclusion: Turning a Novel Concept into a Success

The “Frozen in Concert” campaign successfully introduced a new and exciting event format to the Vietnamese market. By strategically using social media, influencers, and engaging content, the campaign not only achieved its ticket sales goals but also increased brand awareness and engagement. The use of humorous skits and collaborations with influencers added a unique touch to the campaign, making it stand out in the highly competitive entertainment industry.

With over 1,000 tickets sold and a high engagement rate on social media, the campaign proved the power of storytelling, innovative marketing strategies, and community-building in promoting live entertainment events in Vietnam.

Additional Information Needed

To provide more depth to the case study, you may need:

• Audience Demographics: More details about the target audience (age, location, interests) would help assess the campaign’s reach.
• Event Feedback: Insights or testimonials from event participants could further enhance the emotional connection and engagement of the case study.

See More: 

• C.P. Vietnam – Building Emotional Connections Through Storytelling
• Campaign Case Study: C.P. Vietnam “Yêu cơm mẹ nấu – Nấu cơm mẹ yêu“

Building on the success of the “Frozen in Concert” campaign, Film Concerts VN is now set to continue expanding its brand, introducing more unique live orchestra events, and further leveraging the power of digital marketing to reach audiences across Vietnam and beyond.