Rooted Gypsy Repertoire (RGR) is a theater company in Fremont County, Colorado that recently produced “Mary Poppins” in October 2024. They sought to expand their social media presence across multiple platforms to promote their first musical theater production and increase ticket sales.
In collaboration with Little Wave Media, LLC, Rooted Gypsy Repertoire sold out seven shows in just two months by leveraging video content on Facebook, TikTok, and Instagram while creating brand cohesion for all promotional assets.
This case study breaks down the objectives, challenges, strategies, results, and overall effectiveness of social media marketing on a local level in a rural area.
Objectives
- Increase brand awareness for RGR and their production of “Mary Poppins”
- Drive engagement across social media platforms with a special focus on Facebook
- Boost ticket sales through comprehensive social media promotion
Challenges
Rooted Gypsy Repertoire faced several challenges in their social media campaign:
- Managing multiple social media platforms with varying levels of effectiveness
- Limited time frame for the campaign, running for approximately two months
- Coordinating cast and crew involvement in content creation
- Competing for attention as a young production company
- Balancing marketing efforts with directing a musical performance
Solutions
To address these challenges, Little Wave Media assisted in implementing a multi-faceted strategy that included:
Content Creation
The campaign focused on producing diverse video content, including behind-the-scenes footage, cast bios, and special effects previews. This approach capitalized on the universal appeal of video across all platforms.
Cross-Platform Promotion
Content was shared across Facebook, TikTok, and Instagram to maximize reach. Each platform was utilized for its strengths: Facebook for local audience engagement, TikTok for broader brand awareness, and Instagram as a supplementary visual platform.
Cast and Crew Involvement
The strategy heavily involved cast and crew in content creation and sharing. This approach not only provided authentic, engaging content but also leveraged the personal networks of those involved in the production.
Regular Posting Schedule
A consistent posting schedule was maintained across all platforms to build momentum and keep the audience engaged throughout the campaign period.
The Results
The campaign yielded impressive results across different platforms:
Facebook Performance:
- 109,000 post views
- 13,100 people reached (up 222.4%)
- 17,100 three-second video views (up 464.7%)
- Total watch time increased by 518.3%
- 132 new followers (247% increase from the previous period)
TikTok Performance:
- 15,000 post views
- 967 likes and 34 shares
- 64 new followers gained
- Top video: “Mary Poppins Flying Sneak Peek” with 3,137 views
Instagram Performance
- 14,600 post views
- 9,800 people reached (up 15.4k%)
- 277 content interactions (up 739.5%)
Ticket Sales
Because of these social media marketing strategies, RGR sold out seven shows for a grand total of 1,207 tickets. 809 tickets were sold online, indicating a strong digital marketing influence. There was also an overwhelmingly positive response from the community on the quality of the performance and the effectiveness of these strategies.
Key Takeaways
The campaign revealed crucial insights about the effectiveness of different social media platforms:
- Facebook: Facebook emerged as the powerhouse for local audience engagement and ticket sales, with a 222.4% increase in reach and 17,100 three-second video views (up 464.7%).
- TikTok: TikTok showed promise for broader brand awareness, garnering 15,000 post views and 967 likes.
- Instagram: Instagram served as a visual storytelling medium, with video content significantly outperforming static images and seeing a 739.5% increase in content interactions.
Key takeaways from the campaign include:
- Video content: Video proved highly effective across all platforms, with total watch time on Facebook increasing by 518.3%
- Cast and crew involvement: The cast and crew’s willingness to participate in videos significantly boosted engagement and reach.
- Various social channels: A multi-platform approach allowed for nuanced audience targeting.
- Posting consistency: Regular, consistent posting was crucial in maintaining audience interest.
- Custom social strategies: Platform-specific strategies yielded better results than a one-size-fits-all approach.
Organizations looking to replicate this success should focus on creating authentic content, encouraging team participation, understanding platform-specific audience behaviors, tracking engagement metrics, and continuously adapting strategies based on performance data.
Conclusion: Keys to Social Media Marketing Success
Rooted Gypsy Repertoire’s social media campaign for “Mary Poppins” showcased the effectiveness of a multi-platform approach in theater promotion. The campaign’s success, especially on Facebook, highlighted the power of video content, cast involvement, and platform-specific strategies in driving engagement and ticket sales.
The key to the campaign’s success was the active participation of the cast and crew in content creation and sharing. This involvement significantly increased authenticity and reach, generating more meaningful interactions than traditional corporate posts. Consistency also played a crucial role, with regular posting schedules and early content creation transforming social media from a simple promotional tool into a powerful audience engagement mechanism.
By adopting a strategic, adaptive approach to social media, organizations can craft compelling digital narratives that not only promote their work but also forge genuine connections with their audience. This case study demonstrates that success in social media marketing stems from understanding each platform’s strengths, leveraging personal connections, and maintaining consistent, engaging content.
