During the pandemic, many arts organisations were forced off stage. But some stayed powerfully present — by showing up online and working to mobilise digital assets.
They didn’t just post more. They used their digital assets strategically — building connection, expanding their reach, and driving real-world results.
If you want to mobilise digital assets to help achieve your business objectives, start by really getting to grips with six key fundamentals:
- USERS: Who uses your website and other online assets?
- NEEDS: What are their various needs?
- GOALS: What actions do you want them to take?
- UX: How satisfying for them is the online User eXperience?
- CTA: What compelling Call To Action will convert users to your goals?
- RESULTS: What metrics will you track to measure your success?
These questions are more than digital housekeeping — they’re the foundation of a user-centred strategy. They help align your platforms with real user journeys, leading to stronger engagement, higher conversion, and better business outcomes.
Let’s take a look at how different arts brands around the world mobilised digital platforms creatively during lockdown — and what we can learn from them.
Metallica Mondays (Universal)
- User: Metalhead
- Need: A nostalgic trip down Metallica memory lane
- Goal: Subscribe to YouTube or sign up for on-demand access on nugs.net
- Platform: YouTube
- UX: New concert recording released every Monday
- CTA: Subscribe (YouTube) / Try It Free (nugs.net)
- Result: 9 concerts streamed, 8.2 million views
At Home With Ballet TV (Australia)
- User: Balletomane
- Need: Full-length ballet performances at home
- Goal: Donate (Australian Users) / Rent or buy (International Users)
- Platform: Website & iTunes
- UX: Cinema-quality digital broadcasts every second week
- CTA: Donate Now / Buy for €11.99
- Result: Full-length ballets released regularly for Australian viewers and concert films released internationally via iTunes
VRT Playwriting Contest (South Africa)
- User: Aspiring playwright
- Need: Have work produced and distributed
- Goal: Submit a script
- Platform: Website
- UX: Clear entry criteria and easy upload process
- CTA: Enter Here
- Result: Details TBC
The Shows Must Go On! (Universal)
- User: Musical theatre fan
- Need: Watch musicals from home
- Goal: Donate to the Actor’s Fund
- Platform: YouTube
- UX: Friday night releases of full musicals
- CTA: Subscribe / Donate Now
- Result: 1.72 million subscribers; over $500,000 in donations
Feed Our Crew (South Africa)
- User: Public supporter
- Need: Help freelancers affected by Covid-19
- Goal: Donate funds for food vouchers
- Platform: Website
- UX: One-page site with clear purpose and seamless payment
- CTA: Donate Today
- Result: Over 220 people supported within 3 weeks of launch
The Met Nightly Opera Streams (USA)
- User: Opera fan
- Need: Watch full-length operas at home
- Goal: Support Met Opera’s Covid-19 campaign
- Platform: Website Visit
- UX: Daily HD opera streams
- CTA: Watch Now / Donate Now
- Result: “Hundreds of thousands” tuning in nightly
&SCENE Together Again (South Africa)
- User: Theatre industry professional
- Need: Connect and support peers
- Goal: Donate to the Theatre Benevolent Fund
- Platform: Facebook Live
- UX: Weekly interactive reunions and interviews
- CTA: Donate via SnapScan
- Result: Doubled views in 3 weeks; ZAR 23,000 raised
Berlin Philharmonic Digital Concert Hall (Germany)
- User: Classical music fan
- Need: Stream world-class orchestral concerts
- Goal: Subscribe
- Platform: Website Visit
- UX: Seamless live/on-demand streaming to all devices
- CTA: Buy Ticket
- Result: Dozens of live concerts scheduled with weekly/annual subscription options
Soho Theatre On Demand (UK)
- User: Comedy & fringe theatre fan
- Need: Access to live-recorded performances
- Goal: Rent digital content
- Platform: Website Visit
- UX: Small curated library with pay-per-view
- CTA: Register / Sign In / Watch Now / Confirm Order
- Result: Shows available for 48 hours from £4 per view
So what can you take from all this to mobilise digital assets?
Start with one user. Understand their need. Clarify your goal. Then look at your platforms — is the user experience intuitive? Is your call to action compelling? And can you track success?
It’s not just about being online — it’s about being strategic with your digital presence.
Want help to mobilise digital assets for your business growth? Let’s talk