Creators make Royal Albert Hall feel #BetterIRL for Gen Z
Background
Objectives
18–24-year-old UK audiences to see Royal Albert Hall as a venue for modern artists and live cultural moments, not just classical performances.
Drive awareness, engagement and ticket action through authentic, first-person creator experiences amplified via the #BetterIRL hashtag.
Goals
Change perception of venue
Drive Gen Z engagement
Influence ticket intent
1.6m
@maddiegracejepson
Comedy and lifestyle creator with viral Gen Z appeal
Interests
🎤 Music
😂 Comedy
💃 Events
🎟️ Nightlife
High engagement
Audience alignment
Cultural relevance
665k
@victor.kunda
Fashion and comedy creator with strong cultural influence
Interests
👗 Fashion
🎭 Lifestyle
🎶 Music
🤳 Pop Culture
Style-led appeal
Trend relevance
Audience alignment
Strategy
Meet our Influencers
Creators attended live shows, capturing reactions, atmosphere and behind-the-scenes moments in real time to showcase the venue experience as exciting and culturally relevant.
Short-form video content focused on the energy of live music, emotional storytelling and the ‘once in a lifetime’ feeling of attending modern shows at the Royal Albert Hall.
Research Insights
Results
Campaign Results
Research statistics
By combining paid and gifted creators, the campaign modernised Royal Albert Hall’s perception for Gen Z, proving the venue as an unforgettable live music destination. Creator storytelling delivered emotional impact and cultural relevance, driving high engagement at scale.
By combining paid and gifted creators, the campaign modernised Royal Albert Hall’s perception for Gen Z, proving the venue as an unforgettable live music destination. Creator storytelling delivered emotional impact and cultural relevance, driving high engagement at scale.
+810%
Impressions Overdelivery
+5489%
Engagements Overdelivery
+273%
Clicks Overdelivery
+809%
Reach Overdelivery
+810%
Impressions Overdelivery
+5489%
Engagements Overdelivery
+273%
Clicks Overdelivery
+810%
Impressions Overdelivery
Didn't realise RAH had artists like this 🔥
This looks unreal – need to see a show there!
+5489%
Engagements Overdelivery
Didn't realise RAH had artists like this 🔥
+273%
Clicks Overdelivery
+809%
Reach Overdelivery
+810%
Impressions Overdelivery
+5489%
Engagements Overdelivery
This looks unreal – need to see a show there!
+810%
Impressions Overdelivery
+5489%
Engagements Overdelivery
+273%
Clicks Overdelivery
+810%
Impressions Overdelivery
Didn't realise RAH had artists like this 🔥
This looks unreal – need to see a show there!
+5489%
Engagements Overdelivery
Key Learnings
Boosting drives conversions
Over half of total campaign clicks were delivered through boosted paid content optimised for link clicks.
Gifted talent impacts scale
Gifted influencers delivered significant reach and sticker taps with minimal cost, increasing overall coverage.
Platform-native content wins
Switching content from Instagram Reels to TikTok unlocked stronger engagement and virality.
Experience storytelling resonates
Emotional, first-person content resonated deeply with Gen Z audiences, outperforming benchmark engagement rates.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Didn't realise RAH had artists like this 🔥
This looks unreal – need to see a show there!