+368% Reach. Sold Out Shows.

Challenge

A new cultural production company representing acclaimed Brazilian actor Thiago Lacerda needed to promote its debut theatre season in São Paulo — and fast. With no pre-existing content strategy and opening night weeks away, the mission was urgent:

Drive visibility. Spark engagement. Fill every seat.

Approach

We developed a bespoke Instagram strategy from the ground up, designed for cultural audiences and built around urgency, artistry, and emotional connection.

• Crafted a short-form content calendar built to spark anticipation, highlight exclusivity, and evoke feelings

• Positioned Thiago Lacerda as both a lead actor and creative visionary to strengthen emotional appeal

• Published daily content optimised for Reels and Stories, with messaging geared towards ticket conversions and follower growth

• Used narrative-led captions, behind-the-scenes storytelling, countdowns, and teaser clips to build momentum

• Engaged with audiences through direct messages and comments to build community and drive urgency

  
  

Solution

With little ramp-up time, execution had to be fast and flexible. We launched, tested, and iterated live during the São Paulo run.

Key tactical moves included:

• Publishing 10+ high-performing Reels with consistent brand visuals

• Prioritising comment replies and DMs to nudge last-minute buyers

• Using strong call-to-action captions to direct followers to the ticketing site

• Creating visual cohesion and tone to build Ibirapema’s brand identity

Results & Sustainment

In just 2 months, the Instagram account saw:

• +368% increase in reach

• +383% increase in video views

• +98% increase in followers

• And most importantly: a sold-out show season

The visibility generated not only filled seats but also created long-term engagement and audience anticipation for future seasons. The campaign also built Ibirapema’s digital foundation, positioning it as a serious player in the cultural sector.

Conclusion

This wasn’t just a ticket sales campaign; it was a full-scale digital launch under pressure. With no content and limited time, we delivered measurable results and built long-term brand equity. The strategy didn’t just sell out a show; it set the stage for everything that was to come next.