Last week saw the official launch of the hotly anticipated new British musical Made in Dagenham in the Playhouse Theatre. The packed event featured press Q&As, photo opps and the cast performing some of the score’s original songs.

During the launch, our social team really built the hype. By the end of the exclusive event, we’d received over 2 million impressions via social media, with authoritative tweeters using the #MadeinDagenham hashtag.

Coinciding with this, our campaign went into overdrive, with more out of home all round the capital and our distribution team decked-out in Made in Dagenham t-shirts while handing out special promo bags (that contained many era-appropriate goodies, including 60s tipple Babycham).

And there’s more to come  keep an eye out and, in the meantime, why not look at this fun video which explains some of the historical context behind the show.