The Balusters – Influencer Marketing

As a new Broadway comedy centered around family dynamics, entertaining and social gatherings, The Balusters provided a unique opportunity to build word-of-mouth through creators who regularly share lifestyle, culture and New York City experiences with their audiences.

To support the show's launch and ongoing Broadway run, MKM developed a multi-phase influencer program designed to introduce the production to local tastemakers, theater enthusiasts and lifestyle creators through a series of hosted performances and special events at the Samuel J. Friedman Theatre.

The campaign kicked off with an exclusive preview performance attended by 14 influencers and their guests. Following the show, attendees participated in a talk-back session, reception and step-and-repeat photo opportunities, creating additional content moments and opportunities for audience engagement. To reinforce the show's entertaining-focused themes, guests received curated gift bags featuring hosting-inspired items including a charcuterie board, wine accessory set and branded coasters.

Additional influencer activations included a special Pride Night performance and a series of hosted show attendances throughout April, allowing the campaign to maintain momentum and generate ongoing social conversation as the production built awareness and audience interest.

In addition to organic influencer coverage, MKM identified standout creator content and secured usage rights for paid media amplification, extending the campaign's reach and allowing authentic audience recommendations to continue driving awareness beyond the initial theater experience.

MKM managed influencer sourcing, guest list coordination, audience targeting, social amplification and campaign reporting.

Following its launch campaign, The Balusters went on to earn multiple Tony Award nominations, further elevating the production's profile and extending the momentum generated through the influencer program.

Results