When Q Theatre—Tāmaki Makaurau’s home of adventurous theatre, dance and comedy—needed a digital partner to power up their season, they came to us. And from mid-2023 to mid-2024, we teamed up to create a year of marketing magic.

The Challenge

Q Theatre has heart. And soul. And a whole lot of talent on stage. But they needed help amplifying it all—without losing that indie edge that audiences adore. Our task? Tell their story. Celebrate their community. And fill seats along the way.

The Pop That Approach

We rolled out a year-long suite of digital advertising campaigns designed to match Q’s eclectic energy. Think genre-defying shows like Guru of Chai and Briefs: Dirty Laundry, seasonal spotlights like Summer at Q, and even a fundraising push (Q Exposed)—all with Pop That’s signature blend of creative flair and strategic smarts.

Standing Ovation-Worthy Results

- 3,200+ tickets sold directly from digital ads

- 27.4× ROAS for Q Exposed (and we ran it pro bono—more on that below)

- $3.10 cost-per-purchase for NZ Comedy Fest @ Q (a record low!)

- 1.6 million+ impressions for Briefs: Dirty Laundry

- TikToks driving landing page views for just 6 cents a pop

- 26.9% engagement rate on Waiting for Godot (audiences were hooked)

Applause-Worthy Highlights

Big Ticket Energy

From Footnote: IYKYK clocking a 21× return, to Guru of Chai turning $1.5k ad spend into $37k+ revenue, we made every dollar count.

Forever Optimising

We stayed nimble, always refining. Whether it was switching off weak performers or inventing “Midweek Madness” to drive last-minute sales, we kept our finger on the pulse.

Season-Wide Spotlight

For tentpole campaigns like Matchbox, Comedy Fest, and Summer at Q, we crafted umbrella campaigns that celebrated the full spectrum of Q’s programming.

Showing Up for the Arts

Q Theatre’s fundraising campaign, Q Exposed, hit close to home. We ran it pro bono—because the arts matter—and helped bring in 121 ticket sales and $13.7k+ in tracked revenue.

Final Bow

While Q Theatre has now brought their marketing in-house, our year together was a masterclass in what happens when creativity, data, and shared passion collide.

Thousands of new patrons. Double-digit ROAS. Viral moments. And a partnership that brought out the best in both teams.

Think we’d make a great team? We think so too. Let’s make some magic.

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