Case Study: Playbill modernizes digital discovery and boosts organic engagement with Big Human

Playbill boosts organic user engagement 88.9% with Big Human

Playbill, the definitive voice of Broadway for over a century, needed to modernize its digital experience to stay competitive and meet the expectations of modern theatergoers. The challenge was to create a faster, clearer path for users to explore shows and purchase tickets while preserving the brand's iconic legacy. They partnered with Big Human for a comprehensive solution involving research, SEO/AEO strategy, content strategy, and product design.

Big Human reimagined Playbill's website with a user-focused design that streamlined navigation and optimized content for discovery. They implemented a technical SEO strategy to capitalize on the brand's authority. The results were significant, with the new site launching in Q4 2025 and achieving a 55.83% increase in organic views within two weeks and an 88.9% boost in user engagement in the first month, along with 537 new first-page keywords.

Playbill