The Really Useful Group

Highlights of my work for Andrew Lloyd Webber’s The Really Useful Group (RUG) include:

  • Large-scale international digital marketing campaign for live theatre 25th anniversary production of The Phantom of the Opera

I worked as part of a two-person in-house team on the digital marketing campaign for the 25th anniversary of The Phantom of the Opera, including creating content for and co-managing the relaunch of the official website and building fan engagement around the anniversary via social media channels including the official Facebook and Twitter pages.

  • Re-launch of

The 2010 relaunch of Andrew Lloyd Webber’s website was intended to showcase more of the incredible archive content relating to shows including The Phantom of the Opera, Joseph and the Amazing Technicolor Dreamcoat, Starlight Express, Evita and more. This was a large content-gathering project and the newly structured site, with content organised by show, saw a significant increase in traffic to the site.

  • The launch and growth of the Really Useful Group’s presence on YouTube

I set up the first of several YouTube partner channels, editing archive video footage and creating playlists for the official Really Useful Group channel and subsequent channels for The Phantom of the Opera, Jesus Christ Superstar, Cats and The Wizard of Oz.  This involved regularly curating and editing new content including video blogs, interviews and performance clips. As a YouTube partner, I worked with Google account managers across all these channels to monetise and track video content, including monitoring fan-uploads. During my time working on this project, video views across all Really Useful-owned channels were over 35 million.