In August, we worked with the amazing Women of Will team on a short-term social media campaign to support them during their Edinburgh Festival Fringe debut at Summerhall Arts.
The Challenge
With a limited promotional window, our focus was to build awareness, reach new audiences, and create an engaging online presence that would capture the essence of the play as soon as possible.
Our Approach
Before performances began, we developed a high-frequency content schedule combining production photography, cast features and press coverage. Our goal the first few weeks was to establish a consistent digital presence that drove brand visibility.
Once the shows started our strategy became more reactive, the focus was shifted towards real-time audience reactions, reviews, new press releases and more urgent messaging around the final show dates.
This adaptive approach allowed the social media campaign to remain relevant throughout the Edinburgh Fringe run while building strong social accounts for Women of Will.
The Results
The campaign demonstrated how a focused but flexible social media strategy can help a new theatre production establish an online presence during the competitive Edinburgh Fringe season.
Women of Will generated significant social media engagement, reaching audiences beyond its existing following.
· 83.5% of Instagram views from non-followers
· 129.5k Instagram views across content
· 4,085 Instagram content interactions
· Audience following and engagement that can support future promotions
Planning your next big launch?
A successful social media campaign doesn’t start the day you go live.
Whether you are bringing your new production to Edinburgh Fringe, launching a new product, scaling your brand or just looking to build a consistent online presence, planning in advance makes a real difference.
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