Hong Kong Ballet Tutu Academy Campaign ROI Summary

Social Media Engagement
• 300+ shares on social media platforms within one week.
• 840K+ views, 23K+ likes, and 12K+ shares across Facebook, Instagram, and Red Book.
• 4.8K new followers gained on Instagram.

Exhibition Exposure
• The Tutu Academy exhibition at the HK Cultural Centre attracted over 300K visitors.
• 100+ local and international influencers, along with 200+ guests, attended and shared content across major social platforms.
• Additionally, Tutu Academy is the theme for HKB’s collaboration with Harbour City shopping mall (HC), which includes a children’s ballet workshop, a children’s performance on October 1st (National Day) with an estimated 10K attendees, and an exhibition at HC’s Gallery by the Harbour, expected to attract 500K visitors over two weeks.

Media Coverage
• The press conference for HKB’s 2024/25 Season at the HK Cultural Centre secured 60+ media mentions in Hong Kong and Mainland China.
• The Tutu Academy video was streamed by major Chinese media outlets including Global Times, China News Service, People’s Daily, China Daily, Marketing Interactive, and Tatler Hong Kong.

Enrollment Increase
• The Hong Kong Academy of Ballet saw a 33% increase in student enrollment since its opening at the end of February 2024.