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Special Project

Special Project
From the 15th Annual Shorty Awards

& Juliet Broadway Instagram

Entered in Instagram Presence


In the creation of & Juliet’s Instagram presence, our goal was to target young audiences and bring them into the pop world of & Juliet showing that this is a Broadway show for EVERYBODY! The cast is groundbreaking in representation and diversity, the story is relatable, and the music is accessible for any age group but especially the Millennial and Gen-Z demographic – everyone has heard a Max Martin song. The show is primed for the Instagram generation to fall in love with and the content we’ve created has tapped into current trends such as the “It’s Me! Hi, I’m the problem, it’s me” from Taylor Swift, lyric-inspired text conversations incorporating music and characters from the show, “Let’s Duet!” singalong challenges with cast, fun GIFs, and more. Just scrolling through the feed, you will immediately be engaged in the feel-good, electric pop energy that is the heart of this show.

Strategy and Execution

When preparing for the launch of & Juliet that premiered on Broadway in October 2022, we sought to create shareable and engaging content that would drive our young demographic to want to purchase tickets and spread word-of-mouth about the show. To do this, we identified a clear voice for our content that was authentic & accessible, fun & funny, and contemporary & cultured. We used the platform to develop and cultivate a community of AmperStans (& Juliet fans)! Content creation focused on recurring video series: Music (mini music videos, lyric videos, etc.), Storytelling & Characters (cast portraits, EPK, everything you need to know), choreography (Show clips/GIFs, challenges) and of-the-moment trends that would resonate with our young viewers.


Since the account launch in May 2022, we have had a steadily growing fanbase for the Broadway musical. At present, the account boasts a follower count of over 44.6k, representing a remarkable increase of over 100% when compared to the average following of 19.5k among its peer Instagram accounts of newly-launched Broadway musicals in 2022. The AKA social team is consistently pumping out new and creative content that has fans actively engaging with comments and likes. Most importantly, ticket sales are booming for the show that regularly plays to a sold-out audience!


Entrant Company / Organization Name

AKA NYC, & Juliet


Entry Credits