CASE STUDIES
kpop
별에 도달 / reaching for the stars
The Challenge
Expand the reach of the audition process to Asian and Asian-American performers who might not typically audition for a Broadway show.
The Solution
Build a digital campaign targeting K-Pop enthusiasts and Asian and Asian-American performers; display copy in English and Korean for authenticity and efficiency.
The Result
Beyond generating hundreds of in-person and video submissions, this campaign helped to create buzz around the show and position it as a step forward for Broadway and K-Pop in general.