When Beetlejuice came to Broadway, it brought with it one of the most passionate fanbases in the business.

As Social Media Manager from 2019–2020, my job was simple: give the Ghost with the Most the social presence he deserved.

In practice, that meant channeling the show's macabre humor and zero-filter personality while still delivering the polish and scale Broadway demands.

The feed that came alive as a result felt like Beetlejuice was running the account, just with slightly better supervision.

Here were the results:
• Grew the brand’s social media following from 85K to 575K in 9 months.
• Strategized a TikTok profile launch that resulted in 50K followers and 200K video views in the first week (more on that here).
• Coordinated a video campaign that got Beetlejuice trending #1 in NYC and #19 worldwide on Twitter.

Here were a few of my favorite activations:
• Launched Broadway's first TikTok Challenge, #BeetlejuiceBugBitesContest, earning 670K hashtag views in two weeks.
• Released Broadway’s first Instagram AR Mask, letting fans virtually cosplay as Beetlejuice and Lydia.
• Supported Broadway’s first 31-day campaign, "Celebrate October Every Single Day-O" (and met R.L. Stine in the process!).
• Ran a fan art contest that drew over 700 submissions from artists competing to have their work featured on the cover of the show's Playbill for a month (another Broadway first).
• Cross-promoted Beetlejuice with Ghost Nation on Travel Channel.