Mamma Mia! The Party

Mamma Mia! The Party is an immersive dining experience featuring a new story by Sandi Toksvig set to the music of ABBA.

The Challenge

Grow its sales by expanding the reach of Mamma Mia! The Party to new high intent audiences.

The Approach

Implemented Performance Max to optimise budget and bid across the full Google inventory.

The Result

Mamma Mia! The Party holistically saw a 47% increase in sales overall.







The Brief

Moving into its 3rd year, we needed a way to continue to grow its sales by expanding the reach of MM!TP to new high intent audiences whilst not stepping on the search space toes of the other ABBA experiences in London.

The Process

Mamma Mia! The Party’s agency SINE Digital implemented Performance Max to optimise budget and bid across the full google inventory to help capture new conversion opportunities in real time, across the conversion funnel. 

We used tight account level negatives to avoid overlap with the other ABBA experiences, and focused on data driven and best performing audiences from our Search Text Ad campaign.

And used a range of best performing assets from across our Digital campaigns.

The Results

Google Ads alone drove an additional 17% revenue and 88% more people to site, and Performance Max now sits as the best performing campaign format outside of Branded Paid Search.


”Our working relationship with SINE is very much a collaborative one, their teams sit as an extension of our own, and it’s been refreshing for an agency to be as emotionally invested in our brands as they are. 

Alongside a bedrock of knowledge that drives strong ROI across highly creative and engaging social media campaigns, we have collaboratively developed campaigns that not only drive sales but also bolster audience insights that help drive the meaningful long term growth of the product itself, and not just the marketing campaign.”

Executive Director, U Live