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École Nationale de Cirque
École Nationale de Cirque
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2026
An influencer & PR campaign for the Circus School's 2026 graduation show: 2.6M potential reach and a 36% creator attendance rate, more than double the usual benchmark.
Production Note
Everything you need to know, at a glance.
Objective
Boost visibility and ticket sales for the 2026 graduating class show through creator-led PR and influence marketing
Audience
Montreal audiences; culture, family and lifestyle-minded creator followers
Channels
Instagram, TikTok (Stories & posts)
Format
Themed PR boxes, live show attendance, organic social stories & posts
01 - The Brief
A graduation show that needed buzz beyond ticket ads.
An influencer & PR campaign for the Circus School's 2026 graduation show: 2.6M potential reach and a 36% creator attendance rate, more than double the usual benchmark.
02 - On the Ground
50 Creators Invited. 18 Showed Up. 2.6M Potential Reach.
We treated this like a talent partnership, not a media buy: an inspired PR box, a genuine invitation, and room for creators to share their own reaction rather than deliver a script.
03 - The Output
A themed PR box and a live show, not a paid post.
Invited creators to experience the performance live, with flexible dates that let more of them attend.
04 - The Approach
Relationships over reach: a real box, a real invitation.
01
A Curated Creator List
Selected creators aligned with culture, family and lifestyle audiences, rather than chasing raw follower counts.
02
A Macbeth-Themed PR Box
Designed and shipped creative boxes inspired by the show's universe to spark curiosity before the invite even opened.
03
An Immersive Night at the Show
Invited creators to experience the performance live, with flexible dates that let more of them attend.
04
Organic Coverage, Not Sponsored Posts
35 stories and 35 mentions came from creators reacting to the show itself, not reading a script.
05 - The Reception
A 36% attendance rate, more than double the usual benchmark.
2.6M
Potential reach across 35 stories and 35 mentions of the school (~55K estimated views, $0.13 CPV)
We treated this like a talent partnership, not a media buy: an inspired PR box, a genuine invitation, and room for creators to share their own reaction rather than deliver a script.
Campaign Gallery
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Frequently Asked Questions
What was the goal of this campaign?
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50 Creators Invited. 18 Showed Up. 2.6M Potential Reach.
How did One Way approach this project?
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We treated this like a talent partnership, not a media buy: an inspired PR box, a genuine invitation, and room for creators to share their own reaction rather than deliver a script.
What reach did this campaign achieve?
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Case study by One Way — Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way built an influence and public relations campaign for the École Nationale de Cirque's 2026 graduating class show at the TOHU, aiming to raise awareness among Montreal audiences and drive ticket sales for the cohort's performances. Fifty creators spanning culture, family and lifestyle niches were identified and sent a Macbeth-themed PR box, then invited to attend the show live across several available dates. Eighteen creators attended in person, a 36% activation rate well above the roughly 16% industry benchmark for this kind of PR outreach. Their organic coverage generated 35 stories and 35 mentions of the school, an estimated 55,000 views, and 2.6 million in potential reach at a cost of $0.13 per view, all without a single sponsored post or script.
One Way built an influence and public relations campaign for the École Nationale de Cirque's 2026 graduating class show at the TOHU, aiming to raise awareness among Montreal audiences and drive ticket sales for the cohort's performances. Fifty creators spanning culture, family and lifestyle niches were identified and sent a Macbeth-themed PR box, then invited to attend the show live across several available dates. Eighteen creators attended in person, a 36% activation rate well above the roughly 16% industry benchmark for this kind of PR outreach. Their organic coverage generated 35 stories and 35 mentions of the school, an estimated 55,000 views, and 2.6 million in potential reach at a cost of $0.13 per view, all without a single sponsored post or script.
We treated this like a talent partnership, not a media buy: an inspired PR box, a genuine invitation, and room for creators to share their own reaction rather than deliver a script.
