Client Case Study
Be The Witness
AM Visuals produced the promo video and ran the Meta Ads campaign for Be The Witness: The Musical's season at Riverside Theatre in Parramatta, then expanded into managing the show's organic social and content in the lead-up to opening night.
Industry
Arts & Culture
Services
Promo video, Meta Ads, social
Platforms
Facebook, Instagram
Venue
Riverside Theatre, Parramatta
Our work
See it in motion
The brief
Filling a four-night season
Be The Witness: The Musical needed audiences in the seats for a four-night run at Riverside Theatre in Parramatta. The show retells the life of Jesus through the eyes of the disciple Peter. AM Visuals came on first for the promo video and the Meta Ads campaign, running prospecting and retargeting side by side to drive ticket-page clicks. As the season drew closer, the work grew to include managing the show's organic social presence across Facebook and Instagram and creating the content to feed it.
How the content campaign ran
From cast reveal to opening night
01
Cast reveals
Reels introducing the cast, putting faces to the story early.
02
Behind the scenes
Rehearsal and stage-build footage showing a real community putting on the show.
03
Crew appreciation
Posts turning the spotlight on the people making it happen.
04
Opening night
Coverage that carried the energy of the season's first night.
What we focused on
Key messages and creative approach
Story-first messaging
Captions built around Peter's arc of doubt, fear, and redemption, not just dates and logistics.
Behind-the-scenes authenticity
Rehearsal footage, cast reveals, and a crew-appreciation post that built a sense of a real community putting on the show.
Reels-led
Short-form video prioritised over static posts across both Facebook and Instagram.
One creative, two jobs
The rehearsal footage that performed organically became the top-performing paid ad too.
Faith and community targeting
The campaign leaned into an older-skewing audience rather than a broad default age range.
The challenge
Keeping spend in check without losing momentum
Daily ad spend was scaled up mid-campaign to chase performance, and it approached its approved ceiling faster than planned. The fix was to step daily budgets back down through the final stretch, which brought total spend in comfortably under the approved cap while holding cost-per-click and click-through rate steady all the way to close.
Results and impact
The numbers behind the season
Organic peaked in show week: Facebook's best posts went out on 11 and 12 September, and Instagram views jumped roughly three times over from early September into opening night.
3x
Click-through rate
Blended CTR ran about three times the 1.7% traffic benchmark, held from week one to close.
20,480
Ad link clicks
Across the prospecting and retargeting ad sets.
+1,800%
Instagram organic views
Up roughly 18x on the month before, the fastest-growing platform off a smaller base.
68%
Reels on Facebook
Reels drove 68% of Facebook content interactions from under half the posts.
65+
Top audience segment
The 65+ band delivered the most clicks and the best CTR in both ad sets.
22%
Under budget
The campaign closed 22% under the approved ad budget, with efficiency intact.
- The rehearsal behind-the-scenes video was the top-performing ad creative across both ad sets, the payoff for holding budget back until the video was live.
- Paid delivered the reach while organic earned the engagement and the follows, two channels doing two different jobs.
Gallery
More from the campaign
Get the right people in the seats
From cast reveals to opening night, we run the organic and paid campaigns that turn a season into an event. Strategy first. Content second.
Book a 15-minute strategy callProjects start from $3,500 AUD ex GST. Clear scope, clear price, no surprises.