This was my first West End musical campaign, an opportunity to prove how quickly I could adapt my digital expertise from music and film to theatre. Working closely with the production team, I built a social and content strategy that reflected the unique demands of theatre marketing while spotlighting Elton’s creative involvement.
OUR APPROACH
Cast-driven storytelling at the heart of the campaign.
Platform-native content designed specifically for TikTok, Instagram, and YouTube Shorts.
Balance of theatre credibility with playful, viral formats.
Rehearsal Room Footage
Authentic, behind-the-scenes access.
Quickfire Interviews
Snappy Q&As designed for vertical video.
Skit-style Videos
Adapted iconic quotes from the musical into trending social content.
The launch of the Devil Wears Prada: The Musical cast album was an opportunity to extend the show’s impact beyond the stage. I led the digital campaign with track releases, recording studio content, a creator strategy, unreleased demo content of Elton and more humour-led videos to drive pre-orders and pre-saves.
We ran cast signing incentives, a launch event, and an activation with a leading fashion designer during London Fashion Week. By tailoring vertical content for TikTok and Instagram Reels, we reached both theatre fans and new listeners, keeping the musical in conversation and introducing its soundtrack to a wider audience.