Audience Engagement, Digital Strategy and Brand Identity for IRIE!
Where We Started
For almost four decades, IRIE! dance theatre has played a pioneering role in championing Dance of the African Diaspora in the UK, bringing together performance, education and community engagement from its home at the Moonshot Centre, located in South London. The organisation was looking for new ways to boost their digital presence and increase engagement and participation.
We joined the team to develop a more consistent marketing approach that could celebrate IRIE!’s legacy while making current opportunities and programmes easier for new audiences to discover and take part.
The Problem We Solved
With such a wide programme, the challenge was to make that story clear online, strengthening the connection between IRIE! dance theatre’s different strands of work, growing its digital community, and reaching prospective students for its BA (Hons) Diverse Dance Styles programme.
The Outcomes
We developed and managed an ongoing content and social media strategy built around the different sides of IRIE!’s identity, from professional dance and education to community engagement and the role of the Moonshot Centre.
Alongside day-to-day social media management, we created campaigns to support recruitment for the BA in Diverse Dance Styles, using content to introduce prospective students to the programme on social media, website, newsletter and UK press. We also worked on clarifying the relationship between IRIE! dance theatre and the Moonshot Centre, creating a stronger narrative around the organisation, its home and the communities it serves.
The strategy helped grow IRIE!’s social media following by more than 150%, while achieving engagement rates above industry averages and building stronger organic interaction with its content.
