With a show called POTUS opening in the spring of 2022, audiences weren’t quite sure what to expect. I wanted to be abundantly clear that this show would be a safe space from actual political talk. First things first, we had to get the cast out into the world.
With a crowded Broadway space, we knew that an all-star, all-female cast would drive engagement and, hopefully, some quick conversions.
With the cast scattered all across the country, we knew we to rely on a good script and our casts ability to film a selfie video.
Reach: 1MM
Impressions: 1.9MM
Conversions: $197.9K
While I simply ADORED working on this show, the lengthy and vulgar title proved to be a huge obstacle when the play was first announced. My first task at hand was writing a TVC script that highlighted the comedic tone of the production, and producing something that emphasized that tone without having access to the cast.
Knowing that we usually have about three seconds to capture a consumers attention, we didn’t want to open this spot like any other Broadway show would do. While word-of-mouth was spreading, it wasn’t quite catching on like we needed it to.
What I was tasked with here was an unconventional way to create our post-open spot and share our positive theater critic quotes.
Women aren’t funny? Think again.
Broadway only happens in New York, and New York only happens with scaffolding.
When our theater was announced, my team realized it was covered in scaffolding. Classic.
Instead of shying away from it, my CD wanted to lean in to it.
Using the scaffolding as an advertising opportunity, I provided some short and snappy lines to make our theater a true New Yorker.
Partnering with some bars around the theater, I provided copy for POTUS-branded coasters.
My personal favorite (and mantra, I suppose): The only thing we have to fear is how hungover we’ll be tomorrow.
As the show progressed, we wanted to target new audiences. Mainly testing on paid social placements, I provided specific copy targeting Millennials, feminists, college students on a budget, and more.