Groundhog Day: The Musical: Social & Ad Creative

Project Type: Digital Marketing Strategy

Services: Campaign Planning, Paid Media Strategy, Social Media Strategy, Brand Strategy, Creative Strategy, Content Creation, Community Management, Copywriting, Scripting, Video Production

Description: We joined the Groundhog Day: The Musical team a few months into their Broadway run with the goal of shaking up their digital marketing strategy and tactics, including management of their website and social channels and development of their paid media strategy and assets. We decided to leverage the show’s one-two punch of irreverent humor (delivered by Tony Award-nominee Andy Karl as star weatherman Phil Connors) and endearing heart (embodied by the incredible supporting cast) to bring the show’s world to life across digital channels.

A few results:

• YouTube pre-roll ads drove highly efficient cost-per-views and above-average video completion rates, with at least one video doubling completion rate benchmarks.

• Video content across YouTube and Meta lifted engagement among organic and paid audiences.

• In addition to creating fun and engaging content for owned channels, we used geo-targeted static and video display placements to serve timely weather-related comedy to audiences across the country, increasing brand awareness and site traffic before the tourism-heavy holiday season.