The campaign required varied local and national executions to support the different phases of promotion. Paid social videos were geo-targeted to drive pre-orders of the highly anticipated soundtrack on CD & vinyl. Once the digital release became available the day after the show’s premiere, creative messaging shifted to digital streaming call to actions.
One month later, the CD’s wide-release triggered multiple online tactics; display and native programmatic ads, email newsletters and social video, pushing users to stream, download or purchase the physical CD, and adding the double-LP vinyl set later in June.
Building on this digital campaign, our team implemented additional social video ads that drove to digital playlists, which included tracks from the original Broadway cast recording.
Our last phase entailed promoting all formats – CD, 2LP, downloads & streams — and highlighted the musical’s 12 Tony Award nominations. (A Tony for “Best Choreography” was ultimately awarded to Ain’t Too Proud’s Sergio Trujillo.) The social video campaign followed the Tony win and served new creative encouraging users to check out the soundtrack.
The campaign had strong engagement throughout the three-month run and over-delivered on impressions for multiple strategies. The tiered digital campaign worked effectively to drive streams and sales of digital and physical copies.