Giving the Audience a Peek Behind the Curtain

I created 50+ Instagram and TikTok posts over 8 weeks

90.3% increase in Instagram followers and a 3,218% boost in engagement from non-followers

The Client:

The SpongeBob Musical and JMU Musical Theatre

Audience:

JMU Students, theatre kids across the country, and prospective students

Key Insights:

-SpongeBob is a beloved show that many grew up on

-Joy and child-like wonder are two big themes of this production

-Sustainable practices drove the technical side of this production

-Prospective musical theatre students like to see a college’s production videos online when helping them decide where to apply and audition

Overview of My Social Media Campaign

I created a new student-run TikTok account and grew the account from 0 followers to just under 5,000 followers in 8 weeks

The TikTok posts amount to over 3 million views, and the Instagram posts amount to over 1.5 million views on Reels

Short-form video examples:

Long-form video content:

Behind the Brains Series + “Broadway.com Vlogs”

Long-form content was uploaded first to the JMU Musical Theatre Instagram and then to my YouTube channel

I gave my 10-year-old camcorder to five actors for a week at a time to film content at rehearsals in a Broadway.com-style vlog. I then took this content to edit and upload on @jmumusicaltheatre on Instagram

“Behind the Brains” was a series I did highlighting the work of the creative team, such as our guest choreographer, Beau Harmon, associate choreographers, Annie Wogisch and Bailey Ryon, scenic designer, Myer Kim, and more