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BULL Campaign
Project type
Awareness / Conversion Campaign
Date
Summer 2025
Role
Creative Director, Strategist, Copywriter
How do you get people to care about local theatre? Even as someone who’s spent nearly a decade marketing B2B technology, it’s no easy task. This was the challenge I faced kicking off the campaign for BULL, an original comedic play that debuted at the Annoyance theatre in 2025. The hard part: We had zero budget and a demanding client with ambitious goals of filling every available seat for the six-week run. The easy part: That client was me.
The play was about two rookie misfits who found themselves on the 1996 Chicago Bulls — a joke-dense, DCOM-inspired story we knew would resonate with both sports and non-sports audiences if we were able to convey the right narrative. Collaborating with my co-writer and costar Anna Weatherwax, I devised a marketing plan that covered owned, earned and paid channels most relevant to our audience. We launched the campaign by debuting the show poster on Instagram, which earned 26k organic views. We sustained success on Instagram with a varied posting cadence that included weekly promotional reels, static graphics and partnerships with other comedians. This approach kept our audience engaged and earned 893% follower growth and 50k profile views from organic alone.
With a paid budget hovering somewhere between “nonexistent” and “modest,” I curated a Meta audience most likely to engage and developed creative that conveyed the show’s humor while speaking to hard-core sports fans and casual theatergoers. With a budget well under $100, we earned 368 link clicks at just $0.18 per click. Simultaneously, I wrote a press release and began outreach to local publications and news stations — further boosting the show’s visibility and helping us continue momentum through the run.
The results of this outreach:
• 8 placements in Chicago publications
• 2 reviews/feature articles
• 3 local TV appearances
Fortunately, my unholy marriage of passion project and promotional tour paid off — we sold out all six shows well in advance, a feat of scrappy independent theatre marketing worthy of the show’s titular dynasty.
