POTUS: Or, Behind Every Great Dumbass Are Seven Women Trying to Keep Him Alive was a bold, new comedy coming to Broadway, and I wanted our advertising to be, too.
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. Check out some things I did below.
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.
I provided the script for this launch asset.
Reach: 1MM
Impressions: 1.9MM
CPM: $3.52
Link Clicks: 6.9K
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 script that made it painfully obvious that this show was a comedy and had nothing to do with the current state of affairs and policies happen in the real world.
Here, I provided the script.
Women aren’t funny? Think again.
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 didn’t it to. I knew we needed to pull a stunt that got audiences everywhere talking.
Opening boldly on the popular statement “women aren’t funny”, I used that as our way to spread and share our critic quotes.
Here, I wrote the script.
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. Like, completely covered.
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 copy lines targeting Millennials, feminists, college students on a budget, and more.