From the outset, the Instagram presence for Romeo + Juliet was designed to be as bold, youthful, and disruptive as the production itself. With an iconic, modernized staging and the combined star power of Rachel Zegler and Kit Connor, our goal was to create an Instagram campaign that not only built anticipation but also engaged a younger demographic, transforming Shakespeare’s classic tragedy into a must-see cultural moment.
Our specific objectives were:
Create a Visually Distinct Brand – Establish a striking, rebellious aesthetic that broke from traditional Shakespearean marketing, making Romeo + Juliet feel urgent and relevant.
Drive Ticket Sales Through Social – Use Instagram as a key driver of ticket purchases by fostering a community that felt deeply invested in the show’s journey and its star cast.
We designed an Instagram strategy that treated Romeo + Juliet like a modern pop-culture phenomenon rather than a standard Broadway play. By integrating viral tactics, cinematic storytelling, and interactive content, we built a campaign that redefined how Broadway shows engage on social media.
1. Viral Teaser & Launch (April 2024)
We initiated the campaign with a mystery teaser on April 15, 2024, where Zegler and Connor simultaneously posted cryptic symbols—"R" and "J"—with their locations set to Verona. This sparked immediate fan speculation, with theories spreading rapidly across Instagram, Twitter, and TikTok. Fans dissected the clues in real time, while major pop culture outlets like MTV picked up on the excitement, reaching audiences beyond traditional theatergoers.
The next day, we unveiled the bold, neon-infused key art with the provocative tagline: “The Youth Are F**ked.” The tagline became an instant rallying cry, setting the tone for a rebellious, Gen Z-driven interpretation of the classic.
2. High-Impact Video Content
To deepen engagement, we leveraged cinematic storytelling through Instagram Reels, Stories, and IGTV:
Exclusive Music Video (May 2024): Timed to the ticket on-sale date, we dropped a visually stunning music video featuring Zegler and Connor in character, set to Jack Antonoff’s Tiny Moves. Directed by Sam Gold and shot by cinematographer Sam Levy, the video highlighted their youthful, electric chemistry—garnering 10 million views across social in just 72 hours.
Cast Reaction Video: On set , Zegler and Connor filmed a reaction video (Fun fact: this was all done on the set of the music video to capture real-time thoughts from the duo) reading fan theories about the teaser posts, including a comment from MTV. When MTV reposted it to their 20M+ followers, our reach expanded exponentially.
3. Interactive & Community-Driven Engagement
Rather than a one-way marketing campaign, Instagram became a community hub, where fans felt like part of the journey:
Filmed Q&A sessions with some of the cast as they prepared for the show allowed fans to engage directly.
Polls & Interactive Stories let followers weigh in on character interpretations and behind-the-scenes moments.
Fan Comments: We were quick with our Gen-Z-esque witty voice replying to fan comments on posts.
4. Aesthetic & Brand Identity
A core pillar of our strategy was a distinct, visually disruptive Instagram aesthetic. Departing from traditional Broadway promotions, we built a bold, grunge-inspired feed, with:
High-contrast neon colors
Moody, cinematic photography
Handwritten, DIY-style typography that mimicked teenage rebellion
This visual identity wasn’t just striking—it defined the brand and made Romeo + Juliet stand out in a crowded entertainment space.
The campaign set a new standard for Broadway Instagram marketing, delivering unprecedented engagement and tangible impact:
Financial Success: During its extended run, Romeo + Juliet officially announced that it had recouped its $7 million capitalization, proving that its digital presence directly supported long-term box office success. It also had the youngest ticket buying audience recorded in Broadway history with 14% of purchasers aged 18-24, compared to the current industry average of 3%.
Unmatched Organic Reach: The Romeo + Juliet Instagram account amassed an astounding 76,148,260 lifetime organic views, not including collabs from other outlets.
Record-Breaking Follower Growth: The account grew to 123.6K followers, making it the fastest-growing Instagram account for a Broadway play. On announcement day and the following day alone, Romeo + Juliet gained 49.8K followers.
Massive Engagement: The campaign achieved 4,483,744 total engagements, with 4M+ likes across all content.
High Engagement Rate: With a 5.9% lifetime engagement rate, Romeo + Juliet far outperformed Broadway industry averages, reflecting an active and passionate fanbase.
Cultural Influence: The campaign transcended Broadway, with coverage in major pop culture outlets like MTV, Rolling Stone, Variety, and Teen Vogue, solidifying Romeo + Juliet as more than just a play—it became a cultural moment.
By crafting an Instagram-first marketing strategy, we didn’t just promote a play—we created an event, redefining how Broadway engages with younger audiences in the digital era.
