THE BOOK OF WILL

THE BOOK OF WILL

CLICK THROUGH RATE

RETURN ON AD SPEND

+79.3%

+173.3%

REVENUE GENERATED

+38.4%

COST PER
RESULT

AD
SPEND

-86.7%

-22.8%

REVIVING LOCAL ROOTS

After a deep dive into the client’s vision, we pinpointed the heart of this campaign: the actors. Most of them hailed from the Levelland community, and we needed to spotlight that. The show would grace Levelland for the first time in ages, a place where The Wallace Theater calls home but hasn’t performed in regularly, opting for the larger crowds in Lubbock. This weekend performance was more than just a play; it was a homecoming, a litmus test to see if Levelland would still embrace The Wallace as they had in the past.

We crafted interviews, a strategy designed to let the audience peek behind the curtain. These weren’t just any interviews—they were windows into the souls of the actors, who shared their journeys and the magic of the show. Our production schedule was tight, and we worked hand-in-hand with the director to ensure we captured these authentic moments without disrupting the actors’ flow.

The key was connection. We wanted the audience to see themselves in these local actors, to feel the pulse of Levelland in every word spoken. This authenticity would later fuel our paid advertising, but first, it needed to ignite organic engagement.

By managing the delicate balance of production logistics and artistic integrity, we created a campaign that wasn’t just about promoting a show; it was about rekindling a community’s love for its local theater. This approach not only captured the essence of “Book of Will” but also tested the waters for The Wallace Theater’s future in Levelland, proving that sometimes, coming home is the boldest move of all.

OPTIMIZING FOR RESULTS

THE META STRATEGY

After examining the advertising budget, we made a strategic choice to leverage Meta’s paid advertising platform. Our analysis indicated that this medium would deliver the highest return on investment for our client. To maximize impact, we generated content tailored specifically for Facebook and Instagram. This meant filming everything in a vertical format to utilize the ad space fully, ensuring our content dominated the screen. By optimizing for engagement and designing content that resonated with the platform’s users, we created a campaign that captured attention and drove results.

Black and white portrait of a person with long hair tied back, wearing a patterned shirt, in a dimly lit setting.
Black and white photo of a theatrical performance featuring a person in a historical costume holding a skull, sitting on wooden barrels on stage, illuminated by a spotlight.
A black and white image of a mostly empty auditorium. A person stands near the front, talking or addressing an audience. Empty seats fill the room, with some items placed on a desk in the foreground.
Black and white portrait of a bearded person wearing glasses and a patterned shirt, looking to the side against a dark background.
Older woman with glasses reading a book, dark background.
Person performing on stage holding a metal goblet
Elderly woman in gray shirt, surprised expression on face, blurred background.
Close-up of people holding a red liquid drop, focus on hands.
Elderly woman in glasses seated with hands in lap, focus on background, soft focus on person in foreground.
Black and white image of a man in historical costume on stage reading a scroll, with a skull and ornate flower in the foreground.
An actor performing on stage, wearing a period costume with a vest and shirt, expressing an emotional moment.
Older woman wearing glasses and a gray shirt, speaking or listening attentively in a dimly lit environment.
Person in period costume with hat sitting on a wooden bench under blue stage lighting.
Two older men in period costumes engaged in a dramatic scene, with one man pointing passionately while the other holds a mug. The background is dimly lit, suggesting a stage setting.
Performer on stage under blue spotlight, wearing a red vest and hat, gesturing expressively.
Person holding a large blank cardboard against a dark background.
Two actors in period costumes perform on stage, one pointing and the other partially visible, holding a cup.
An older woman with short white hair and glasses smiles while sitting, and a blurred man in the foreground appears to be reading a book.
Actor performing on stage under dramatic lighting, wearing a historical costume with a vest and long-sleeved shirt, gesturing expressively.
Actor in Renaissance-style costume with expressive facial expression on stage
A theater actress with long red hair and a braided hairstyle performing on stage, wearing a medieval-style costume. The background is dark with a spotlight shining on her, and other performers are blurred in the distance.
A woman with red hair smiling on stage during a performance, wearing a costume with a white blouse and brown vest. Blurred person in the foreground.
A group of people engaged in conversation in a casual indoor setting, with one individual wearing a blue shirt and another in focus with glasses.
Elderly man with a gray beard reading from an open book, wearing glasses and a gray t-shirt, gesturing with one arm extended.
A person with red hair and a Renaissance-style costume smiling and gesturing on stage with a dark background.
An older man with a gray beard, wearing glasses and a gray shirt, is speaking passionately, pointing with one finger.
Group of people laughing and holding a book during a gathering or rehearsal in a casual setting.
Two men conversing, one in a black polo shirt.
Person in a theater setting, wearing a light jacket, sitting at a wooden desk with open books and a tray with a quill.
Two women in a dramatic conversation, one wearing a blue robe, in a dimly lit setting.
Group of people smiling and interacting indoors, focus on a man with glasses and white beard in the center, blurred individuals in the background.
Theatrical performance with actor in period costume
Elderly man smiling in a warmly lit room.
Two men performing on stage, one speaking passionately with gestures.
A woman with red hair, wearing a medieval-style costume, performs in a theatrical setting.
Two older men with beards embracing and smiling, wearing casual clothes, in a dark setting.
Person in theatrical costume sitting on a wooden beam with arms raised, wearing a hat and boots. Blue lighting creates a dramatic mood with a skull and lantern nearby.
Three people interacting in a dimly lit setting, with one woman holding a piece of paper.
A person wearing a denim shirt, looking pensive, against a dark background.
Elderly person writing with a quill pen
Man with long hair and beard writing with quill pen in period clothing.
Older person with glasses reading from a book in a dark room.
A person in a denim shirt looking upwards with a focused expression, indoor setting with dim lighting.
Bearded man in historical costume reading a large book under stage lights.
Elderly man sitting on a wooden staircase, wearing a blue shirt and jeans, with other people blurred in the foreground.
Actor in period costume pointing dramatically on stage
Two men embracing emotionally on a stage with a dark background.
Three people in a theater setting, one in focus holding a piece of cardboard, two others conversing. Background is dimly lit.
Two actors in period costume performing on stage, in a dramatic scene with expressive gestures, one in the foreground and one blurred in the background, with decorative backdrop.
Three people engaged in a theatrical performance, with one passionately gesturing while speaking. The scene is dimly lit, suggesting a dramatic setting.
Two older men talking, one gesturing passionately, indoor setting.
A woman with red hair and braided pigtails looking intently at a document, with a serious expression, in a dimly lit room.
Actor in a theater production with dramatic lighting.
A man performing on stage pointing with an intense expression, wearing a historical costume with a vest and shirt.
A woman with an emotional expression faces an older man indoors.
Person sitting on stage, wearing a blue shirt, shorts, and a wristwatch, gesturing expressively. A lantern and a sphere are placed beside them. Wooden railings and a dark background are visible.
Actors on stage in historical costumes, performing a play
Three actors in a theatrical performance, dressed in historical costumes, engaged in an intense scene with expressive gestures.
Two men interacting, one is holding a book while the other is sitting, with a wooden structure in the background.
Elderly woman with glasses holding a paper lantern on a stage.
Person dressed in historical costume intensely reading a document during a theatrical performance.
Elderly woman writing with a quill pen
Actor in period costume performing on stage, pointing dramatically, with a seated woman observing in the background.
Two actors performing a dramatic scene on stage, one sitting with a feather pen and the other gesturing.
Two women with braided hairstyles in historical costumes performing on stage.
A person in period costume on stage, pointing and appearing to shout during a theatrical performance.
Actor passionately performing on stage in historical costume.
Person in white shirt leaning on table in lecture hall, focused on listening
A man in historical clothing using a quill pen at a wooden desk with open books and papers.
Two men interacting, one with a mug, in an indoor setting.
Man with red beard and glasses smiling in a casual setting
A man with long hair and a beard reading from a book on stage under dramatic lighting.
Three women talking in a dimly lit theater or performance space, one wearing a blue top, another in a black shirt, and one holding a red object.
Theater scene with actors in period costumes on stage, featuring a central figure speaking or performing, surrounded by people seated on benches. The backdrop has floral patterns.
A man with a beard holding a quill pen, sitting at a wooden desk with papers, wearing historical clothing. Background features intricate red patterns.
Elderly man with glasses, white beard, and gray shirt speaking passionately on stage.
Two actors in period costumes performing a theater scene on stage. One is an older man with white hair in brown, plaid attire, holding a document. The other is a woman with styled blonde hair in a blue dress, looking at him intently.
A woman with braided blonde hair and a blue shawl holds hands with an older man with white hair and a plaid scarf, engaging in an emotional conversation on stage.
Older woman in glasses holding a white paper lantern indoors.
Man in period costume holding a book and looking to the side on stage
A woman with blonde hair in an updo, wearing a blue blouse, appears emotional with hands clasped to her chest, facing a man in a plaid vest, in a theatrical scene.
Actor in costume performing on stage, wearing a blue coat and feathered hat, holding a book enthusiastically during a theatrical play.
A person with a beard and glasses wearing a T-shirt featuring a lion design, speaking or gesturing on stage.
Theatrical performance with actors on stage, featuring a woman in a medieval-style costume with her arms outstretched, expressing emotion. Background includes other actors and a patterned backdrop.
Three people having a friendly conversation at a table, holding metal cups, in a dimly lit setting possibly a bar or pub.
Woman rehearsing on stage, holding script.
Man in historical clothing performing on stage with dramatic gesture.
Two men in period costumes on stage, one yelling passionately during a performance.
Two older men sitting on stage, one speaking passionately, with papers in hand, and the other listening attentively, in a dimly lit setting.
Three people performing in a theater play. Two elderly men are standing, one with an expressive face and arm raised, while an elderly woman sits at a table looking concerned. The setting appears to be historical or period-themed.
Man with a beard gesturing expressively during a performance or rehearsal, another person holding a cardboard sheet in the background.
Man in blue suit performing on stage with expressive gesture, abstract red and white background.
Person holding a silver goblet on stage, black background
A person in historical costume, smiling, wearing a white shirt with a brown vest and beige pants, performing on stage.
Theater rehearsal with actors holding props
A man and a woman sitting closely on a bench, with the woman resting her head on the man's shoulder, conveying a comforting and emotional moment.
Elderly man performing on stage in historical costume
Three actors performing an emotional scene on stage, with two elderly men standing and one elderly woman seated at a table, gesturing passionately. The background features a decorative floral pattern.
An older man with a gray beard wearing a historical costume gestures with his hands on stage under blue lighting.
A theater scene with a man and woman in conversation on stage, under bright lights, with other people in the background.
Group of people laughing and interacting in an informal indoor setting.
Stage actor in period costume holding a skull, performing under blue lighting.
Two people engaged in a conversation on stage, with one appearing animated or expressive.
Three male actors in period costumes on stage, performing a dramatic scene during a theater play.
A joyful man in period costume holds a mug high in celebration on stage with two other performers in the background.
Actor on stage wearing a red vest and blue shirt with a dramatic expression under stage lights.
Two actors in period costumes performing on stage, one man in a checked vest and one woman in a blue dress, appearing in an emotional scene.
A group of people performing expressive movements on stage. Two individuals in the foreground are intensely focused, with one aiding the other's arm stretch. They wear casual clothing with bold patterns and patterns on black fabric.
Actor on stage in period costume, laughing with eyes closed
Actors in period costumes performing on stage, including a woman in a medieval-style outfit at the forefront, expressing surprise, and two men, one drinking from a bottle in the background.
A group of people engaged in a lively discussion or rehearsal on stage, with one person in the foreground appearing animated and holding a mug and a script. Others in the background are interacting or observing.
Elderly man in a blue shirt sitting pensively, with a thoughtful expression.
A man with long hair and a beard wearing a red shirt is sitting and gesturing, appearing to be in conversation. Another person is out of focus in the foreground.
Older man in historical costume yelling on stage during a play, with another actor partially visible.
Person wearing a denim shirt sitting indoors, looking pensive.
Actor in costume holding a metal mug during a stage performance with two other actors in the background near a bar.
Two actors on stage wearing period costumes, one gesturing dramatically with an open mouth while the other watches.
Person wearing a black t-shirt with 'Supreme' logo in a rehearsal setting.
Two older men in historical clothing acting in an intense scene on stage.
Man in a short-sleeved shirt and shorts gesturing on stage during a performance, with two lanterns on a table.
Two men in period costumes performing on stage
Two people standing side by side in a casual indoor setting, both wearing jeans and T-shirts. The person on the left is young and wearing a light-colored top. The person on the right has a beard and is wearing a blue polo shirt. They appear to be in
Smiling person with gray hair wearing a T-shirt featuring a smiley face logo, standing indoors with another person blurred in the background.
Man dressed in a period costume on stage with dramatic lighting.
Person in a blue jacket under stage lights, looking forward with a slight smile.
Theatrical performance with two actors in period costumes, one gesturing passionately.
Older woman with glasses holding a book, reading or speaking passionately in a dimly lit setting.
Person reading aloud from a book with an orange cover while sitting inside a room.
Actor in period costume on stage with dramatic lighting and backdrop, performing in a theater production.
An older man in period costume performing on stage, looking angry and pointing his finger.
Group of people standing in a line, focused on something off-camera, indoors.
Woman with exaggerated expression holding a man's face on stage.
Three actors performing on stage in period costumes with expressive faces, against a backdrop with red patterns.
Three people socializing indoors, holding mugs, one with a beard drinking, another speaking, and a third with back turned.
Two seated men, one with a beard holding a glass, the other wearing a patterned shirt, both looking intently forward, in an indoor setting.
A man in period clothing pointing emphatically during a stage performance, with a dramatic expression under warm stage lighting.
Group of people socializing indoors, one person smiling and looking up.
Two individuals, one bald with glasses and the other with curly hair, standing indoors, gesturing with their hands. The bald person is wearing a light purple shirt, and the person with curly hair is wearing a blue top.
Man with long curly hair, beard, and blue shirt holding a pamphlet while gesturing with his other hand on a dark stage background.
Theatrical performance with a man in historical costume on stage.
A woman gesturing with hands up, looking confused, during a conversation with a man holding a book. The setting appears to be indoors with dim lighting.
Two older men in historical costumes, engaged in a dramatic conversation on stage during a theater performance.
Elderly person with gray hair and glasses reading a book in a dark setting, wearing a gray shirt.
Man with long hair and beard smiling while holding a yellow book on stage.
An actor in medieval costume holds a parchment scroll while performing on stage. The set includes a metallic rose and a skull, suggesting a theatrical or Shakespearean theme.
Smiling person in a casual setting wearing a Branson T-shirt
Two women engaging in conversation at a table, holding metal goblets, with one of them raising a textured pitcher.
Person in blue and yellow costume smiling on stage under spotlight
Two people in a theater setting, one with long hair holding a paper, and another blurred in the foreground.
Person in a blue Hawaiian shirt holding their head with both hands, appearing stressed, with a blurred foreground.
Two older men in period costumes performing on stage, with one man looking serious and the other making a dramatic expression.
Man with glasses and beard holding paper, gesturing while speaking, with another person blurred in the background.
Man in casual clothing on stage expressing excitement
Woman in blue dress and beige wrap performing on stage with spotlight in background.
Two people interacting in a theater setting, with a woman putting her hand on a man's face.
Actor in historical costume performing on stage
People in a theater setting, with one person holding a script, possibly rehearsing a scene. Background includes stage equipment and other individuals in the area.
Elegant black dress with intricate detailing on mannequin in theater set with wooden stage and decorative backdrop.
Actor in costume performing on stage with dramatic lighting.
Two actors in a dramatic scene during a theater performance, one with an expressive face.
Three people standing close together, wearing blue-patterned shirts, with one person smiling.
Person sitting on a wooden platform holding a round object, wearing a blue t-shirt, red and black shorts, and yellow high-top sneakers.
Man with glasses and red beard holding a piece of cardboard on stage
Two performers in historical costumes, a man with a beard and earring, and a woman with braided hair, leaning on a wooden surface during a stage performance.
Woman in historical costume with red hair braid, standing in stage setting
Two elderly men in period costumes perform passionately on stage.
Person sitting on a wooden platform with outstretched arms, wearing a blue T-shirt and orange high-top sneakers.
Two actors on stage in a dramatic scene, one wearing historical costume, standing near a desk with quill and paper, theatrical backdrop with floral patterns.
Person wearing a feathered hat and blue costume, gesturing dramatically on stage.
Group of smiling people standing indoors, one wearing a blue shirt.
Two older men in historical costumes, one facing the camera and looking serious, the other seen from the side, involved in a theatrical scene inside a decorated venue.
A person in historical costume, possibly a male actor, performing on stage with a rolled script in hand, wearing a hat with feathers.
Two actors in period costumes, engaged in conversation at a table, one with gray hair and beard, the other with red braided hair, performing a scene.
A person passionately speaking on stage with raised hand in a theater setting.
Two people smiling and laughing together in a casual setting.
Three women conversing in a dimly lit space, possibly a theater or auditorium. One woman is in focus, smiling and wearing a blue sleeveless top, while the other two are in the foreground and slightly out of focus. Overhead lights are visible.
A theatrical scene with three actors in period costumes; one holds papers, another a basket.
A person with shoulder-length hair and facial hair, wearing a red button-up shirt, speaking with an expressive gesture.
Person on stage under blue light holding a prop flower with a backdrop of plants and patterns.
An emotional moment between a man and woman on a stage, the woman comforting the man.
Man in plaid shirt singing or acting passionately on stage with two blurred people holding props in the background.
Man in plaid shirt standing on stage under lights
Woman in a blue dress laughing, leaning on a table, with people blurred in the foreground.
Two people smiling on a stage with motion-blurred individuals around them, wooden stage set in the background.
Man in historical costume smiling on stage, wearing a white shirt, brown vest, and beige pants.
Person sitting on a wooden structure holding a prop skull, wearing a blue graphic T-shirt, orange high-top sneakers, and blue socks, with a lantern beside them.
A seated man with glasses and a gray beard is smiling, holding a metal cup and an open book. He is wearing jeans and a gray t-shirt with a pen in the pocket. Blurred people are seen in the background.
Group of people standing in a line, listening attentively in casual clothing, with focus on a person in a blue t-shirt and red shorts.
Two people on stage with backdrop; others moving around carrying props; wooden structure background.
Man in a teal jacket on stage
Two people smiling with arms around each other
Actors performing on stage in historical costumes, with wooden barrels in the foreground.
A smiling man with a gray beard wearing glasses, a gray basketball-themed T-shirt, and a blue floral shirt standing indoors with other people partially visible.
A theater stage with people rehearsing, including a man thinking and another holding a clipboard, blurred movement of others in the foreground, and wooden barrels on the stage.
Smiling man with glasses wearing a blue floral shirt and a gray t-shirt at a casual event.
Theatrical performer in costume and makeup on stage with dramatic lighting.
Two actors in period costumes engaged in an intense conversation on stage.
Group of people gathered around a table, casually dressed, engaged in conversation.
Black and white photo of a person in historical costume on stage, dramatic lighting.
A woman in a blue dress with a textured pattern, looking down, with her hair pulled back, in a casual indoor setting.
Group of people engaged in a discussion with one person reading a document, in an indoor setting.
Person in a blue denim shirt sitting on a wooden bench, looking thoughtful.
Three people engaged in a discussion or rehearsal, sitting and standing around a wooden table with papers in a dimly lit room.
Person in a red shirt performing loudly with a book and a mug in their hands.
Black and white photo of a person in a patterned coat standing on a stage with dramatic lighting and blurred background.
Two men in casual clothing, one wearing a plain blue shirt and the other a blue striped shirt, standing and gesturing with their hands.
Close-up of an ornate black dress adorned with red and black beads in a pattern.
An older man with a white beard and hair wearing a plaid vest and a white shirt, performing on stage during a play, with theatrical lighting highlighting him.
Three people standing indoors, smiling and looking focused, with tables and staging in the background.
Two men engaged in conversation, one facing the camera wearing a red shirt, the other seen from behind with gray hair and glasses.
A woman in a blue dress with a brown belt, smiling and looking down, standing next to a man wearing glasses and a floral shirt.
People gathered around a table reviewing papers in a theater setting.
Actor performing on stage in medieval costume with exaggerated expression, wooden floor, theater setting.
Three adults engaged in conversation, dressed in casual blue clothing, standing indoors.
Person sitting on a table, holding papers, wearing a black shirt with text and striped pants, with a skull beside them.
A young woman and an older man sitting and having a conversation indoors.
Person laughing and sitting, wearing a dark t-shirt and smartwatch.
Person in theatrical costume with a hat and painted mustache, performing on stage with colorful lighting.
Group of people laughing and interacting in a theater setting with scripts in hand
Laughing man wearing glasses and a black polo shirt, indoors.
Three people wearing blue clothing are standing and talking in a room with stage lights overhead.
Three people engaged in a discussion or rehearsal, seated at a table with papers and a script in hand; the setting appears to be a theater or stage environment.
Person on stage in period costume with dramatic lighting, blurred background of ornate design.
Mannequin displaying an elegant black medieval-style gown with intricate patterns and embellishments on a wooden platform in a decorated room.
Four people on stage, two seated on a cushioned platform having an intense conversation, while two others stand in the background holding spherical objects.
Two elderly men with white hair and beards are engaged in an intense conversation. One man is pointing his finger at the other, appearing to be in a heated discussion. They are both wearing old-fashioned, rustic clothing, possibly indicating a theatr
A man in historical costume, including a vest and shirt, on stage with dramatic lighting.
Two people standing on stage, one holding a goblet and the other with a paper. Both are laughing and wearing casual clothes.
Person in costume on stage, holding a lantern, with arms outstretched, in a theatrical setting.
Person wearing a blue dress with a black belt, standing indoors.
Group of people laughing and holding papers in a casual setting.
Woman smiling in blue dress with black belt, indoors.
Group of people involved in a theater rehearsal, with one man holding a script and speaking animatedly, while others listen and react on stage.
Actor on stage wearing medieval costume, holding a lantern, with an expressive pose and smile, theater setting with wooden benches in background.
A person in a theatrical costume with a wide-brimmed hat and dark robe, performing on stage with an expressive gesture. They hold a scroll in one hand and are lit by dramatic blue stage lighting.
A woman in a blue blouse and tan skirt stands behind a seated elderly man with a beard, wearing a plaid vest. She has her hands on his shoulders. They appear to be in a theatrical setting with patterned walls in the background.
Two actors in historical costumes on stage, engaged in conversation. One has red hair in a braid, the other has white hair and a plaid vest.
Metallic flower sculpture with blue and orange lighting against a blurred background.
Man in blue costume sitting at a table on stage, pointing
Two actors in a theatrical scene on stage, one with braided blonde hair wearing a blue dress, and the other with white hair and a beard wearing a patterned vest, interacting closely.
Person in medieval costume performing on stage
Dimly lit scene with hand-drawn flower props in a metal container, wicker basket with envelopes, blurred background.
Person in medieval-style costume with reddish hair on stage, blue-hued lighting.