How do you develop a relevant brand voice to successfully connect with a new generation of young fans? That was the challenge facing the iconic Rockettes brand and its companion ticket-selling platforms last year when they partnered with The Social Symphony to write the brand's strategic narrative.
Looking to expand into a lifestyle brand, the Rockettes set out with three goals:
- Grow its social fan base
- Increase engagement
- Attract a younger audience
In tackling these goals, the brand looked to uncover a personality that it could then infuse into its posts, said Chris Moseley, SVP of product management and brand oversight for the Rockettes at MSG Entertainment. This personality emerged in the form of multiple archetypes, including the "hero athlete."
Tom Troja, founder and CEO of The Social Symphony, noted that the development of archetypes for brands -- ones that align with narratives that people already understand -- is vital because it enables brands to put out content every day that speaks like a person.
The Rockettes brand has already seen impressive results by speaking with its authentic "hero athlete" voice. Since kicking off its initiative in September 2013, the brand has already grown its Facebook fan base from 50,000 to nearly 500,000. And as the community size has grown, the average age of its fan base has gotten younger. Given that the brand is still in the early stages of telling its narrative, it will be worth watching the Rockettes this year as its story unfolds.