04/29/2026
One of the campaigns we’re proudest of: Anastasia: The Musical in Concert at Lincoln Center.
The challenge wasn’t a small one. Cut through a Broadway-saturated feed and convert attention into ticket buyers in a competitive musical theater window. No room for soft launches.
Three things made it work.
First, two audiences, two creative tracks, one brand voice. B2B industry on its own cadence. B2C ticket buyers on theirs. Same brand identity, completely different content strategies.
Second, influencer partnerships approached as casting, not marketing. Broadway voices whose audiences overlapped with the show’s target.
Third, conversion over awareness. Every dollar had a ticket attached. If I couldn’t trace it to a ticket, it wasn’t the campaign.
The numbers landed where they needed to. 260% follower growth. 2,000% Facebook reach. 444% more interactions. Sold out at Lincoln Center!
But the win wasn’t the numbers. The win was that we knew exactly why they moved. Every lever planned. Every result attributable.
That’s what data-driven actually means. Not dashboards, just informed decisions!
Send this to the producer planning their next theatrical run. The number that matters is the one we don’t talk about until we have to.
