In 2018, we provided The BRIT Awards’ digital audience with the most comprehensive experience of the show in its 38 year history.

Between October 2017 and February 2018, we utilised the best social platform features, mimicked how our audience interact and engaged with our biggest fans to embed ourselves in their feed, utilise them as evangelists and grow @ BRITs’ personality, brand and audience.

Central to this approach was our “excitement you have to share” mentality where we created must-see, shareable moments across all platforms. This involved going live on all platforms, curating regular social stories on Instagram and Snapchat, delivering exclusive video content on Facebook and YouTube and providing always-on artist updates on Twitter. These activations were accompanied by the audience-facing call to action; “Celebrate with us on 21 February”, designed to drive a single ‘tune-in’ message for the night itself.

Our strategy focussed around @BRITs’ social audience and pop music fans. Throughout the campaign, we gave our audience more opportunities to engage with their favourite BRITs talent. We also optimised content for every platform; developing the relationship with our followers and promoting the awards.

We recruited a 15-strong influencer squad and worked with over 50 nominees, performers, presenters and guests to amplify big moments and key campaign messaging. By leveraging these accounts, we led their consumers to the @BRITs content that would be most relevant.

On awards day, consumers experienced the excitement and celebration of The BRITs in real time as we broadcasted live on every platform (Musical.ly, Instagram, Facebook, YouTube and Twitter) – a first for a UK awards show. Content was also syndicated to artists to spread the celebration surrounding the winners and performances.