Two Strangers Recording Studio Sessions

Client Name: Two Strangers (Carry a Cake Across New York)
Campaign: Are You Ready For Them In NY?: Two Strangers Recording Studio Sessions
Date/Timing: Pre-Production

THE SUMMARY
When Two Strangers (Carry a Cake Across New York) announced their Broadway run, we knew the charismatic stars and fantastic music had the opportunity to make waves before performances even started. We worked with a team in the UK to get the actors into a recording studio to make viral-worthy content.

THE CHALLENGE
Even though the musical had a successful West End run and American Premiere earlier this year, we needed to break through the Broadway noise to make the title of this show on everyone’s minds.

THE INSIGHT 
People want to learn about a show before buying a Broadway ticket, and the most effective way to find that audience is through the music.

THE IDEA
By platform design and ticket buyer interest, highlighting the music on social media has a greater chance at going viral and will bring the Two Strangers brand to the forefront of the digital landscape.

THE EXECUTION
Inspired by previously-viral content from the West End campaign of actors singing in the recording studio, we brought Sam & Christiani together in a sleek way to record the updated versions of a selection of songs from the show authentically as themselves. We teased the video ahead of time so followers were keeping their eyes on the account for the drop.

THE RESULTS
One month out, the first recording studio video of Sam Tutty singing “New York” gained 7,209,803 impressions & engagements across all platforms, 6,052,858 on TikTok alone, and more than doubled the total social media followers. Many comments, shares, and real life conversations showed that people were discovering this musical for the first time and loving what they saw!

KEY TAKEAWAY
Making great content can help sell your brand to your existing audience, but a clear posting strategy is necessary to increase reach and brand awareness. Had we not strategized the platforms to post on and when, we may not have discovered the new Broadway ticket buyers.