the book of mormon

The Challenge

Since 2011, The Book of Mormon has been a hit with audiences on Broadway. After returning from the pandemic, the show needed to remix advertising solutions to find our audiences in an evolving digital landscape.

The Solution

We re-thought our approach to paid social campaigns, which leveraged…

• New Platforms: In addition to introducing new performance-based strategies on META, we expanded digital performance by activating new partners including Reddit, Adara, MNTN, and more!
• Audience Fueled Campaigns...: We leveraged tactics focused on expanding social followings + emails to hone lookalike + retargeting strategies to maximize digital return
• Tactical Geo-targeted Bursts...: At key moments, used geo-based ads to capture audiences in the theater district with urgent discount messaging
• Pairing Custom Messaging + Targeting: Paired custom ad creative to key audiences most likely to convert (e.g. holiday messaging targeting tourists coming into the NYDMA).

The Result

• 347% increase in Revenue from Paid Social efforts
• 171% increase in Return on Ad Spend (ROAS)
• 64% decrease in average Cost per Acquisition (CPA)