Right Before I Go

The Project:

A social media campaign designed for a West End play written by Stan Zimmerman (Gilmore Girls, Golden Girls) as it approached a limited run in London’s Soho Theatre. This was a non-profit play about suicide, and all proceeds would go towards suicide prevention charities across the UK and US.

The Challenge:

I had three weeks to create and execute a social media plan with the sole KPI of ticket sales, knowing that the play needed to sell out before any profits could go to charity. The primary account had less than 100 followers, so native reach was an immediate challenge.

As a remote social media manager, I would be unable to film content reels, instead relying on creating a watertight content plan using existing assets.

My Approach:

I immediately carried out an audit of all associated accounts, finding the production company’s, the play’s, the writer’s, the producer’s, and various cast members. I positioned the production company’s as the primary, parent account from which all content would be posted, and then planned each post to piggyback on other’s larger followings.

I also truncated all elements of the sales funnel into a three week window, aiming to post regularly without inundating feeds. I stayed on top of performance, optimising post copy, hashtags, tags, and post times to reach more and more people.

The Impact: 

A 50% increase in the production company’s follower count during the campaign.

72,500 views on posts during the campaign and 500 profile visits.

A near sell-out for each performance.