English National Ballet

Creating the digital content strategy,
360° digital content campaigns,
Audience growth & online Community building

Content strategy & production

Community building
Social Media

English National Ballet's Swan Lake in-the-round during rehearsals

ENB is a Charity organisation. As their first Digital Content Manager, I built the digital content strategy across all online channels.

I developed a multi-channel user engagement strategy and implemented innovative digital campaigns and initiatives.

Isabelle Brouwers © English National Ballet

Demystify ballet, often seen as elitist, conservative and cabalistic (Black Swan);
Reach and engage broader, younger audiences in new ways;
Highlight ENB's diversity while ballet is traditionally seen as a privileged, white art form;
Build trust and establish a dialogue between the dancers and "the offices";

Advocate for digital and innovative initiatives in a very traditional company;
Being a touring company, ENB didn't have its own venue. As conversions took place on venues' websites, we were missing crucial data;
Be creative with small budgets (ENB is a Charity organisation).

Set up audiovisual production capabilities (internal/external) to consistently publish quality content across channels;
Open the dance studios digitally: live-streamed classes with a dancer commenting, daily social media updates on rehearsals, tours and events, to create a strong relationship with the audience as well as a better understanding of daily life within the Company;

Make ballet more accessible and understandable with a focus on giving voice to all artistic staff members, including the orchestra, to explain the stakes of their activity;
Launch ENB's Snapchat channel as well as initiatives such as InstaMeets with influencers to reach new audiences;
Contribute to ENB's new website creation to align the platform with the content vision;

Focus on social engagement to grow content interactions;
Work with venues to align digital communication and content marketing efforts;
Work with Facebook, Google Cultural Institute and Snapchat to optimise campaigns on social channels, experimenting with the latest trends.
Performances analysis, reporting.

Defining and structuring the overall content and social media strategies;

Creation and management of a dedicated microsite + landing webpage;

Social Media strategy and campaigns;

Working closely with the Akram Khan company, freelance creators and ENB’s stakeholders.

Content production:

30+ videos including production trailers, short documentary, interviews of the creative team and dancers;
10+ photoshoots;
Podcasts;
Performances recordings;
Editorial content (programme, blog, newsletters...);
Social Media strategy.