Client: Production and creative team for an Off-Broadway play Project: Paid and organic social media strategy

Drive ticket sales for a new Off-Broadway production using organic and paid social media with a minimal advertising budget.

This project centered on an independently produced Off-Broadway play entering one of the most competitive theatre markets in the world. The production had no existing brand presence or built-in audience beyond personal contacts of the playwright and creative team, and we were working with just $500 for all advertising. The stakes were high in a saturated entertainment landscape, and we needed to create a campaign that would not only reach but convert new audiences—quickly and affordably.

I designed a social media strategy that blended compelling, low-cost content with carefully timed ad placements. On the organic side, I built a content narrative that offered behind-the-scenes looks at rehearsals and creative development, using humor and candid interviews to humanize the process, and soften the sell of challenging subject matter. To expand reach, I coordinated influencer outreach that activated the playwright’s personal network, resulting in shares from prominent supporters like Cynthia Nixon and Samantha Bee. Paid ads on Facebook and Instagram were deployed in three distinct phases—ticket onsale, mid-rehearsal, and show run—each using fresh content like rehearsal photos, press coverage, and reviews to increase urgency. I worked closely with the cast, creative team, interns, press rep, and media crew to maintain message consistency and momentum.

Multiple performances sold out, especially those with high-profile post-show guests like a Pulitzer Prize-winning New York Times journalist

Consistent shares from theatre peers and influencers

Press coverage included The New York Times and Women & Hollywood

Behind-the-scenes content builds trust and interest

Strategic pacing sustains momentum

Personal networks can amplify reach—especially in saturated markets