Building a Year-Round Brand

The Rockettes were widely recognized during the holiday season but had limited social engagement throughout the rest of the year. The challenge was building an always-on content strategy that expanded the brand beyond Christmas while attracting new audiences and creating reasons for fans to engage year-round.

Developed an always-on content strategy centered around recurring content franchises, behind-the-scenes storytelling, creator collaborations, and cultural moments. By creating repeatable content formats like Things You Didn’t Know About the Rockettes and Rockettes Myths Debunked, the brand established recognizable series that audiences actively returned for, extending engagement far beyond the holiday season.

• Developed the always-on social strategy that expanded the Rockettes beyond the holiday season.
• Launched the Rockettes’ TikTok presence, producing more than 250 short-form videos.
• Created recurring content franchises including Things You Didn’t Know About the Rockettes (45M+ views) and Rockettes Myths Debunked (26M+ views).
• Led social content production for campaigns, performances, auditions, and branded partnerships.
• Produced and hosted Instagram Live programming during the pandemic.
• Managed creator partnerships and influencer collaborations that introduced the Rockettes to new audiences.

• Launched TikTok and grew to 600K TikTok followers in year one
• Generated 800M video views across platforms
• Earned 1.4M new followers; 5000% increase in off-season follower growth
• Produced 50+ viral videos with 1M+ views each
• 70% of audition registration traffic driven by social, up 1000% YoY
• Shorty Award Winner — Best Use of Instagram Live
• Creator collab with Cost n’ Mayor (8M followers) generated 20K new followers, 5M video views, and 9M impressions
• Emmy-nominated campaign production for Bob Fosse "All That Jazz" tribute video