To launch KPOP on the heels of the pandemic, we needed to convince audiences that this show epitomized a new era of Broadway with its commitment to diversity and representation, and that it was exactly the exuberant, joyful, uplifting communal experience we'd all been missing. Our 8-week-out strategy centered on simultaneous cross-channel content, microsites to surprise and delight, targeted ads, social stunts, pop-ups, Tik Tok choreography drops and more, all delivering specific messaging for 3 key demographics:
1) KPOP Stans: Let them know we're authentic
2) Young NY Culture Seekers: Let them know we're cool
3) Tourists: Let them know this is the Broadway spectacle they crave
My Role: Creative Director, Strategy Lead