Full-cycle brand strategy for Limbus Work Collective — a brand-new Asian-led theatre company with zero digital presence. Built the entire audience infrastructure from scratch across three platforms and drove ticket sales for seven Toronto Fringe performances.
Limbus Work Collective had no brand, no followers, and no content history — a blank slate entering a competitive Toronto arts scene. The goal was to establish identity, grow a real community, and convert that community into ticket buyers, all within five months.
Built the brand architecture first — visual identity, tone, bilingual voice — then launched a phased content rollout: awareness → community → conversion. Deployed simultaneously across Instagram, Facebook, and Little Red Book to reach both English and Chinese-speaking audiences, with weekly A/B testing to compound efficiency.
40% higher campaign efficiency over initial benchmarks. Month-over-month CTR and engagement growth through the full run, proving that a zero-budget brand built on strategy and content quality can generate real audience loyalty before a single ticket goes on sale.
Developed the full campaign roadmap — phased content calendar, platform selection, budget allocation, and A/B testing framework across five months of pre-production and show run.
Created all bilingual (EN/ZH) social assets including campaign posters, pre-heat teasers, cast introductions, and fundraising graphics for Instagram, Facebook, and Little Red Book.
Monitored CTR, reach, and engagement weekly — reallocating spend toward top-performing creatives to drive month-over-month efficiency gains and sustain ticket sales momentum.
Partnered with the artistic team, director, and cast to source production content, coordinate show-run photography, and align messaging with the production's themes and tone.
With no existing audience or brand equity, every post served a dual purpose: building identity and growing reach simultaneously. The strategy moved in phases — brand awareness and community-building first, then cast reveals and production teasers, finally conversion-focused ticket sales content timed to box office milestones.
Audience monitoring
Live production photography captured during the seven-performance run at Tarragon Theatre Mainspace, July 5–14, 2024 — repurposed as editorial marketing material across all social channels.
Photography · Limbus Work Collective · Toronto Fringe 2024