A Highly Targeted TikTok Search Ads Campaign To Drive Ticket Sales and Engagement

September 2025 – SINE Digital’s paid social team has been recognised in TikTok’s global case study library for delivering record-breaking results for the Broadway production of ROMEO+JULIET.​ Starring Rachel Zegler and Kit Connor, the Tony Award nominated production attracted the youngest audience in Broadway history, a milestone that has since been reported by the Guardian with a ‘new generation on Broadway’.

The Challenge

As ROMEO+JULIET​ entered the final phase of its Broadway run, producers at Seaview Productions needed a strategy that could deliver a last push for ticket sales. The campaign brief was clear: convert intent into action by reaching people who were actively searching for the show but had not yet purchased tickets.

The Approach

SINE Digital, a leading live entertainment marketing agency in London designed a paid social media strategy using TikTok’s new Search Ads Campaign format which was first rolled out in the US in September 2024. As an early adopter of this new ad type. This innovative format allowed the SINE team to place messaging in front of fans who were actively looking for information about the show, the cast, theatre and Broadway experience, alongside ‘Things to Do in New York’ tourism audiences.

To engage Gen Z and younger demographics, the campaign incorporated a diverse mix of content:

• Relaxed behind-the-scenes clips of the show
• Interview-style videos with Kit Connor and Rachel Zeglar
• Traditional promotional trailers

This blend ensured messaging was authentic and highly resonant with audiences on TikTok.

The Results

The results exceeded expectations. Return on ad spend was 54 percent higher than standard campaigns, achieving an overall ROAS of 6.71. Click-through rate rose by 170 percent, almost tripling engagement, while cost per click fell by 38 percent.

Most importantly, ROMEO+JULIET​ achieved the youngest ticket-buying audience in Broadway history. Fourteen percent of ticket purchasers were aged between 18 and 24, compared to the industry average of just 3 percent, a statistic that redefines how younger audiences engage with live theatre.

Client Testimonial

“Seeing the way ROMEO+JULIET​ garnered such an incredible response from young audiences, it was important that we created content that was accessible to them via mediums where we knew they were looking. TikTok allowed us the freedom to create out-of-the-box content and message to our consumers directly, and ultimately became one of our driving sales forces throughout our campaign.”

 – Anna Mack Pardee, Producer, Seaview Productions

Why This Matters

This campaign’s inclusion in TikTok’s global case study library shows how SINE is setting new benchmarks for paid media in live entertainment, events and venues. As an official TikTok Platinum Partner, we had early access to Search Ads and the platform expertise to convert searches into sales.

As a specialist TikTok marketing agency running campaigns across the US, UK and Europe, we use smart targeting to deliver both cultural relevance and commercial impact. For producers, venues and global brands alike, the message is clear: the future of TikTok advertising belongs to strategies that connect authentically, meet audiences where they already are, and make the most of pioneering new campaigns. 

About Sine Digital

SINE Digital is a London and New York based digital marketing agency specialising in paid media campaigns across Paid Search, Paid Social and Programmatic. We also offer SEO, AI search, social SEO, Media Mix Modelling (MMM), influencer campaigns and data & insights services. We work with global brands, live entertainment productions and venues to grow audiences, increase sales and deliver measurable results.

We’ve been running social SEO campaigns for leading clients and recently launched our influencer and creator offering – ensuring brand content and partnerships are optimised not just for the TikTok ‘For You Page’ (FYP), but for search too. Our team also created MEH: Cost of Dull, an industry-first report that used AI and behavioural science to analyse thousands of ad creatives, revealing the hidden cost of running uninspired ad campaigns on social media.

SINE is a Google Premier Partner (top 3% of UK agencies) for Google Ads, a Meta Business Partner for Facebook and Instagram, a TikTok Platinum Partner and a Microsoft Advertising Partner. These partnerships reflect our ability to manage large-scale, data-led campaigns to the highest technical and strategic standards – giving our clients full platform compliance, early access to beta features and best-in-class support.