THEATRE UTOPIA: ANTIGONE
Duration
2026
Industry
Culture
Making a 2,000-year-old tragedy feel urgent again
Objective
Teatras Utopia was bringing “Antigonė” back to Vilnius. Not as a dusty classic, but as a political, dystopian and very-now theatre piece about power, silence and resistance.
The goal was to build visibility, create cultural credibility and drive ticket sales for two premiere nights at Kablys.
NORU was tasked with building a campaign that could make the performance feel urgent, relevant and culturally sharp, while still pushing people toward one very practical action: buying a ticket.
What we've done
Built and managed the social media campaign
Created short-form content
Developed ticket-focused posts and sales messaging
Managed Meta Ads campaigns
Handled PR outreach to culture and media outlets
Supported radio outreach
Ran school outreach
Managed the final-day sales push before the premiere
Creative Process
We did not try to explain the whole play. That would have killed it.
Instead, we pulled out the sharpest themes: power, fear, silence, resistance and utopian vibes.
Reels carried discovery. Stories kept the show present. Link posts pushed people closer to tickets. PR gave the campaign cultural weight. Paid ads brought people to the ticket page.
As the premiere got closer, the campaign shifted from atmosphere to urgency. Culture needs meaning, but ticket sales also need pressure.
The goal was to make “Antigonė” feel like something happening now: not a text from school, but a performance people should actually see in the room.
Results
The campaign helped Teatras Utopia turn a theatre premiere into a visible cultural moment.
Across paid and organic activity, the campaign generated 340K+ impressions, 215K+ organic views across Meta. This showed that the performance gained strong visibility without relying only on paid advertising.
Meta Ads delivered over 120,000 paid impressions and reached over 70k people, helping the campaign move beyond the existing theatre audience and introduce “Antigonė” to new potential viewers.
Confirmed Meta activity drove over 3K landing page views at an average cost of €0.11 per view, showing that the campaign did not stop at awareness. People were actively moving from social content to the ticket page.
The campaigns achieved a 3.44% average CTR, which showed that the creative and messaging were strong enough to make people click, not just scroll past.
The campaign was also supported by 3 written media placements, 1 radio interview and a post-premiere review, giving the premiere additional cultural credibility beyond social media.
Photo credits: Mantas Repečka
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