The project
In 2022, following a new brand identity and multiple lockdowns, with a unique and contemporary programme of works on the horizon, BRB wanted a fresh look at their digital and social media. They were looking for a trusted partner to strengthen their capabilities, supplementing their high content output and limited internal capacity.
We started our partnership with BRB with big-picture thinking: who were their audiences on social media? How did they want to interact with them? How should their brand be perceived online? Following the initial strategy development, we’ve continued to support BRB for over 3 years through regularly day-to-day marketing and strategy. From plugging gaps when team members are away, to shaping strategy where specialist knowledge is needed, HdK has become a trusted extension of the team.
The process
Since 2022, HdK has supported BRB in a range of areas in response to their evolving needs, balancing short-term demands with long-term thinking.
Social media strategy and planning
We’ve helped shape BRB’s digital voice with ongoing work on their social media strategy, including audience mapping, peer analysis, campaign planning and TikTok development. Workshops and collaborative sessions have allowed the team to prioritise goals, refresh content themes, and clarify their tone of voice.
Data, reporting and insights
HdK produces regular performance reports for BRB’s social channels and campaigns, helping the team understand what’s working and where to optimise. From seasonal campaigns to major fundraising drives, we analyse platform engagement, campaign impact and audience sentiment.
We also work with BRB on digital advertising campaign planning, including support on conversions and pixels. One of the cornerstones of our partnership is helping the team to gain new skills for longer term opportunities. To support this broader knowledge sharing, we developed a new Looker Studio reporting dashboard solution, streamlining data collection and analysis for the team.
The results
Our work together has helped to establish:
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Consistent reporting and insight that informs future campaigns
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Strategic planning support, including new platforms like TikTok and paid social development
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A more balanced mix of short-term content and long-term brand strategy
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A collaborative working model that adapts to the team’s busy touring schedule and evolving needs
HdK continues to support Birmingham Royal Ballet with digital strategy, content and campaign delivery: helping one of the UK’s most celebrated ballet companies connect with audiences online as well as on stage.
I just wanted to reach out and say what a great job [HdK] have done with BRB’s new social media strategy. We as the digital team have little experience in building strategies but [you] have done a great job of managing and guiding the process and have really delivered a piece of work that will really help us going forward.
We worked with HdK on developing and delivering a content strategy for Birmingham Royal Ballet and their hands on approach was just what we needed to take us to that next level - no task was too big or too small. Not just a safe pair of hands, HdK are a company that are constantly looking for new and innovative ideas to challenge and excite our audiences – they were a brilliant extension to the team.
Main photo: Black Sabbath. Image: Sofia Liñares. Photo © Perou. Illustration © Beth Ingleton