Innovative Strategies for Cirque du Soleil's Digital Growth
Cirque du Soleil aims to enhance audience engagement and revenue through digital initiatives. Proposed strategies include a reality TV series, Instagram monetization, TikTok expansion, and leveraging streaming platforms. These efforts seek to adapt to the changing entertainment landscape and reach broader demographics, fostering brand awareness and sustainable advertising methods.
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Christina Chapman The Golden Knights Clarkson University Reh School of Business Willem Kurdziel John Molson MBA International Case Competition 2021 Patience Robinson Case 4 - Cirque du Soleil Abhi Tripathi 1
To Succeed in digital space, Cirque Du Soleil has to bring the experience of in-person shows to at-home entertainment, strategize the current available resources to evolve their business growth model Streaming Platform Product Demographic
Digital Growth Opportunity: New Reality TV Series Becoming a Cirque Du Soleil Performer Objective: Reality television series following the audition process and the forming of the Cirque Du Soleil talent groups to include open auditions, personal interviews, call backs/eliminations, and training camps. Similar Existing Series: Making the Band, Dallas Cowboys Cheerleaders: Making the Team Biggest Streaming Platforms: Disney+, Netflix, HBO Max Disney+ Netflix HBO Max Paid Subscribers: 118M Paid Subscribers: 214M Paid Subscribers: 74M Pandemic-related production delays have led streaming services to invest even further in reality TV as a way to keep subscribers occupied while scripted originals take their time getting back into the content pipeline. OPPORTUNITY: Increased Audience Reach with already established paid subscribers Personal Connection/ Investment in Performers prior to Live Shows Significantly lower production cost from traditional long form scripted dramas Ability to create new content quickly
Monetize Instagram Content In-Stream Video Ads Badges Instagram Shops 4
Breaking the Mold through expanding presence in TikTok Objective: Diversify largest current market by growing social media presence. Collaborate with top content creators to raise product and brand awareness Charlie D Aemelio 132.2 million followers Per Post: Views: >10 million Likes: >1 million Videos with Dunkin Donuts Takis Tortilla Chips OPPORTUNITY: Shares content to all other popular social media platforms Effectively taps into younger audience Raises brand awareness Sustainable long term advertising strategy 5
