CREATING A NEW POP BRAND FOR BROADWAY
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From the get-go, we knew success depended on a killer social media strategy that engaged our core audience and introduced them to our brand. Max Martin might not ring a bell for everyone, but he's the unsung genius behind chart-toppers from Backstreet Boys to Britney Spears, Katy Perry, and more. These iconic tunes are the heartbeat of Juliet's journey.
Our mission? Show you & Juliet is a new Broadway musical with a story that'll captivate, script that will keep you laughing, and music you already adore.
THE CHALLENGE
THE STRATEGY
We crafted a master plan - one that wouldn't just herald our arrival but crown us the hottest ticket in town.
Target: Pop culture enthusiasts.
Goal: Unveil an untold Juliet who takes charge of her fate. Spotlight Max Martin and his music as the pop tunes guiding the story. Introduce audiences to the show's signature humor and fun - it's scripted by David West Read, the genius behind Schitt's Creek – guaranteed laughs!
With our strategy locked and loaded, we plunged headfirst into content creation, directing the spotlight squarely onto Instagram and TikTok, the top domains of our pop culture buffs.
Our opening act? To electrify and captivate our audience, we unfurled the curtain on this sensational remix of story, music, and its vibrant characters. Instagram and TikTok reels were going to be where our content was focused.
THE GOODS
Leaping into the current video trends, we rode the wave to consistently discover and expand our audience. We selected unique video collaborations that put our fans at the forefront of our journey.
When famous friends graced our show, we seized the moment to capture epic content, not just photo ops.
So, what did the fans think?
When we launched our social presence, we envisioned it as more than just a marketing tool; it was a vibrant extension of the magic that is & Juliet.
Through carefully curated content, we invited fans to immerse themselves in our universe, giving them a backstage pass to the drama, humor, and sheer exhilaration that unfolded on stage each night. Behind-the-scenes peeks, fan collaborations, music videos, character studies, and trends allowed our followers to feel like insiders, fostering a sense of belonging and excitement that set our social platforms apart.
And the results? Well, the statistics are the true testament to our success. Our engagement skyrocketed, our followers multiplied, and our show was the highest grossing new musical of the season. We're proud to say that our social strategy not only attracted attention but also forged a deeper connection between our audience and the show itself. It's not marketing; it's an experience, and the numbers speak volumes.
THE RESULTS
130.8K
FOLLOWERS
74%
ENGAGEMENT RATE
3 MILLION +
LIKES
168.93%
MORE FOLLOWERS THAN OTHER NEW MUSICALS LAST SEASON
67.8 MILLION
ORGANIC VIEWS
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