Case Study

Objective:

In the musical ANASTASIA, the heroine makes a physical journey as well as a journey of self-discovery to become a symbol of something greater than herself. When ANASTASIA announced additional productions outside of New York, transitioning from Broadway show to a global brand we sought to position the show like the title character—as a global icon, with international adoration and intrigue—by promoting all productions: Broadway, North American Tour, Spain, and Germany. 

Historically, ANASTASIA Broadway saw the highest engagement and sales when music-focused content was released, specifically around the show’s strong female lead, Anya (aka Anastasia). We knew we had a unique opportunity to drive awareness around this major brand moment, by highlighting the timeless and cross-cultural nature of the music and the strong, unique women playing this famous character. The challenge: create a cohesive and premium piece of content with actresses who live thousands of miles apart.

Strategy:

To showcase the global productions, while maintaining the show’s Broadway roots, we wanted to capture the odyssey of the individual Anastasias as they experience their first moments on stage. The video begins with all four Anya’s in their local recording studio, singing “In My Dreams” in their own native languages: English, Spanish, and German. As the story progresses, all four Anyas unite together on the Broadhurst Theatre Broadway stage in New York to sing “Journey to the Past.”

Results:

The music video was released across Facebook, Twitter, Instagram, and Youtube. Within 48 hours, the asset drove approximately 140K organic video views on YouTube and Facebook and 45K engagements on Instagram and Twitter. Based on strong organic performance, we boosted the video with a paid spend, driving a total of 500K views across all platforms in just 48-hours. The four Anyas reached more than 1.5 million people on Facebook alone. 

On the day the video was released, traffic to the website spiked 22%, with 85.5% of people going to the site being new visitors. Our Anastasias inspired viewers to make a journey to discover the musical for themselves.