# American Ballet Theatre

> PRZM launched American Ballet Theatre's TikTok, gaining over 1M+ impressions and 500K+ new followers.

- Client: American Ballet Theatre
- Project: TikTok Content + Strategy
- Services: TikTok, Strategy, Content

## Context

The internationally renowned American Ballet Theatre cancelled their 2020 and 2021 seasons in New York City due to the pandemic. Moving off stage, the company was looking for a digital-first approach to engage audiences while attracting the next generation of young ticket holders and patrons.

## Approach

American Ballet Theatre partnered with PRZM to launch their official ABT TikTok channel in 2020 – attracting a younger generation without compromising its rich history, values or dance standards. PRZM strategized, produced and posted viral content centered around in-house dancers as familiar personalities-turned-Influencers. Pioneering this new digital space, PRZM hosted a TikTok 101 Masterclass for ABT principal dancers and its marketing team to teach key tactics and creative strategies for growth and engagement on the platform.

## Impact

Growing the account organically from zero to 600K+ followers, TikTok is now recognized as ABT’s leading social media platform with consistently high engagement and views. Our work with ABT has been featured on Vogue.com and garnered the attention of the next generation of ticket holders, dancers and fans alike. Additionally, as part of TikTok's #GivingSZN campaign, PRZM facilitated a special partnership with TikTok on behalf of ABT, bringing in $25K+ in donations to the non-profit organization and millions of views.

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Source: https://www.helloprzm.com/work/abt/