— The Brief

Andrew Lloyd Webber’s name is synonymous with musical theatre magic. Over a career spanning six decades, he has composed and staged 20 hit musicals. But in 2020, the pandemic reshaped the landscape of live entertainment.

With theatre doors closed and all of us confined to our homes, Andrew was looking for a way to stay connected with his fans during the lockdown. This was also an opportunity to present his work to the next generation of theatre-goers and grow his social media presence.

— Digital Marketing Strategy
— Catalogue Marketing
— PR
— Album Campaign 

— Developing an Award-Winning Social Media Campaign

Agency: Be-Hookd Digital & The Really Useful Group
Label: Polydor Records
PR: Milltown Partners

After conceptualising several possible campaigns, I presented Andrew with the idea for #ComposerInIsolation.

This simple, 360 marketing strategy involved creating videos of Andrew playing some of his biggest hits and talking about the story behind the score. I recorded and edited these videos, promoting them across his social media channels, including YouTube, Facebook, Twitter, TikTok and his website. In response, fans sent in requests as well as their sing-along videos.

The campaign was hugely successful at a time where live entertainment wasn’t possible. The videos broke down the fourth wall, allowing musical theatre fans to connect with Andrew and his work from the comfort of their own homes.

As a result of the campaign:

— Andrew’s social media channels grew by over 90%
— His Spotify monthly listeners increased by over 40%
— Andrew was named in TikTok’s Top 100 in 2020, in recognition of bringing creativity to the platform as a breakthrough account
— We won a Drum Award for ‘Best Use of Facebook’ in 2020, beating competition including Specsavers and Defected Records

— Creating a Leader

Engaging with his fans in a new way reignited Andrew’s passion for the creative arts and live performance. Using the momentum of the campaign’s success, Andrew began to advocate for an industry devastated by the effects of an extended lockdown. His vocal support for a Covid-safe reopening of live venues received global press coverage, including profiles in the New York Times and Variety.

Due to its success, the campaign has continued post-lockdown. It has established a positive voice for Andrew while growing his brand, conveying his sense of humour, humility and enduring passion for the arts.