Our team has managed to build a highly engaged community for a Warsaw Chamber Opera fanpage and it's growing each day. We have been working on a tailor made strategy for such a goal, and the main idea of this strategy is based on our belief that in order to communicate with the international audience – we have to understand them first. We believe the heart of any successful initiative lies in its identity; in this case, specifically: what is the story of the Warsaw Chamber Opera?
The challenge
Founded in 1961, The Warsaw Chamber Opera is a music institution with over 50 years of history and tradition. The big question for the Warsaw Chamber Opera, when approaching Molecule Group, was how to appeal to a broader and an international audience. At the time, the Warsaw Chamber Opera had a small local following, but it was not capable of promoting a new venture that would require considerable resources and energy to establish.
Behind the scenes
We were the only video production team invited behind the curtains of the opera’s stage. We took our chance to learn as much as possible about the unique magic of the intimate experience and perpetuate it with our video cameras. Over the course of the project we joined the singers for the several dress rehearsals and conducted a dozen interviews with the actors, conductors and critics allowing us to produce dozens of video clips showcasing the plays experience. The first step was to determine what the core idea behind the venture was. This became the idea of presenting Opera to those who had never seen it before, whilst at the same time pleasing existing fans.
Exposing the Chamber Opera to the world
We needed to find a way to bring the show to a bigger audience. How could we communicate the specifics of the production? It was also important to find a way of showing that the show had an worldwide character. The crucial part was to reach the international audience with content made for the opera. Hence, we set up an english fanpage on Facebook. Thanks to our diverse strategy, in only a few months, we managed to build an engaged community and successfully communicated the international character of the Warsaw Chamber Opera.
The outcome
Working together with the Opera, we showcased the unique experience of the chamber operas. We succeeded in bringing the Warsaw Chamber Opera to a broad international audience. The success of this project helped them to expand their fandom and gain many new followers in social media and the press.
