Brand case study · Dance education · Singapore
Ballroom Dance Academy has a publishing problem, not a product problem
SOMIN read 24 months of content from Ballroom Dance Academy Singapore (BDAS) and 4 rivals, plus 53 rival Facebook ads. In 90 days rivals posted 402 times to BDAS's 39; BDAS ran no ads.
The challenge
Ballroom Dance Academy's classes, out-shouted by 4 rivals
BDAS offers a full class path, from the 4-week Beginner Taster to DanceSport, plus kids classes, wedding preparation and monthly socials.
The approach
Eight quarters of organic content and 53 rival ads
- Catalogued BDAS's real classes and events.
- Tracked BDAS and 4 rivals over 8 quarterly windows.
- Compared themes to find where BDAS can differentiate, reclaim or bet.
- Read 53 rival Facebook ads.
- Built insight chains for 3 pillars from 11 SOMIN studies.
Key findings
Out-published ten to one and absent from paid ads
Out-published 402 posts to 39 in 90 days
BDAS holds about 9% of organic share of voice across the 5 academies.
Teaching is 26.4% of rival content, 2.6% of BDAS's
Despite its tagline, 'An Academy of expert teaching and coaching.'
Rival ads chase beginners, and BDAS runs none
Kids 43%, confidence 30% and 'anyone can dance' 23% of 53 ads.
What SOMIN delivered
Three pillars, 75 creative concepts and a 39-post calendar
- 3 pillars: The Stage Where Dancers Get Seen, An Academy of Expert Teaching, A Space for All (Anyone Can Dance)
- 9 propositions, each with a funnel-stage ad concept
- 75 creative concepts in the BDAS identity
- 39 posts over 13 weeks: Teaching 16, Recognition 14, Confidence 9
- 4 paid ad concepts for beginners, kids, classes and weddings
“Visibility is not BDAS's product problem — it is BDAS's publishing problem.”
From the SOMIN briefing
The outcome
Ballroom Dance Academy's plan: 3 posts a week and paid ads
BDAS should post 3 times a week, show its expert teaching and lean on the galas and championships rivals cannot copy. In paid, it can mirror the beginner funnel, starting with the low-risk Beginner Taster.
FAQ
Ballroom Dance Academy case study FAQ
About SOMIN
SOMIN is a Singapore-based AI marketing-intelligence platform. It turns real-time competitor and audience data into pre-scored propositions, briefs and creative concepts for brands, agencies and creator programmes across 11+ markets.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
Which academies were benchmarked?
The DanceSport Academy, Galaxy Dance Academy, Melvyn Low Dance Studio and Aquilia Dance Academy. Only the first two run Facebook ads.
Why open a paid channel now?
Rivals' paid themes are ones BDAS already has organic permission for, yet every beginner search in Singapore meets a rival ad, never BDAS.
Is this confirmed whitespace?
No. Without an audience-proxy cohort, SOMIN labels themes contested, blocked, emerging or partial, not confirmed whitespace.
Get the full Ballroom Dance Academy case study
Every page of the brand briefing: the data, the whitespace, the personas and the creative. Free, straight after a short form.