PJ Lane was running his own Meta ad campaigns for his theatrical show, I Love Your Faces: The Don Lane Story, with disappointing results. Here's how targeted, audience-first creative turned things around.
PJ Lane is the writer and star of I Love Your Faces: The Don Lane Story, a theatrical tribute to his father, television icon Don Lane. The variety show blends powerhouse vocals, showgirls and a live band with deeply personal storytelling, and PJ needed to get it in front of an audience.
PJ was building and running his own ad campaigns before working with Viewix, and the results told the story. “That was a bit of a disaster,” he says. “The ads were not exactly tailored to what my product is.” The effort was there, but the messaging wasn’t reaching the right people with the right story, and no ad budget can fix a relevance problem.
Viewix started where every campaign should: with the audience. “Viewix was able to spot what those people want and really target it in their videos,” PJ says. “They’re able to curate the ads to my audience and really appeal to what this is all about.” That audience-first approach shaped the hooks, pacing, story and call to action in every ad, built for the platform and the person scrolling past, and the creative captured the feeling of the show rather than just listing what it is. “They really capture the energy and the emotion of what my product is.”
Production ran fast enough that PJ’s business didn’t have to stop for it. “We were able to get in there, shoot what we wanted and get out,” he says. “Not only was it quick and efficient, but it was also just spectacular what they came up with.”
Handing the campaign to specialists changed the trajectory of the project. “Getting Viewix on board with my project is kind of like a breath of fresh air,” PJ says. “Giving the expertise to this project has really skyrocketed it and it’s been awesome.”
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PJ Lane
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