The BRITs is the biggest moment in the UK music calendar. The challenge is to convert a UK event into a global conversation.
The 2019 strategy focused around an all-star line-up of presenters and music artists to endorse the show way beyond its traditional TV audience.
Campaign messaging created an appointment to view and an open invitation to young social natives to have their say. This proposition was brought to life via a huge marketing campaign partnership with YouTube Music and a worldwide YouTube Live Stream, a Facebook red carpet live show, a global Instagram and Snapchat Story along with key social influencers bringing the action directly to the audience, no matter which platform or device they were using.
Innovative activations with artists including Little Mix, Hugh Jackman and P!nk gave our audience unrivalled insight. New partnerships with Jungle Creations, TfL and GQ provided a new twist on BRITs content.
A diverse, inclusive talent line-up unlocked new audiences and produced episodic creative that built familiarity in advance of the event. On IGTV, Chidera Eggerue celebrated the industry’s most important females. On Instagram Stories; BRITs Insiders Mark Ferris and Montana Brown built anticipation with a series of takeovers. On Facebook host Jamie Laing fronted exclusive videos with Jack Whitehall and a who’s who guide to the 2019 nominees.
Todrick Hall presented the YouTube Live Stream which saw a 160% increase in year-on-year live views with a recordbreaking 3.9m views worldwide (with over 1m views from Mexico alone), rivalling the TV viewership in the UK.
• The BRITs 2019 saw a huge increase in engagement across the campaign, with a record audience consuming live content around the show
• 160% increase in year-on-year live views on the International YouTube live stream with a record-breaking 3.9m viewers
• The red carpet live stream reached 34.5m global fans with 5.9m views on Facebook. Additional BRITs content reached 62m in the week of the event on the platform
• Over 724k tweets were sent about the show with 22m tweet impressions on event day alone
• BRITs dominated worldwide trends around the show, with 10 out of 10 UK top trends and five out of 10 worldwide trends
• The focus on talent across Instagram saw a 44% follower increase and the Instagram Story had 6.5m views, a 50% year-on-year increase
• Bespoke stickers were used over 107m times throughout the campaign. 175 GIFs were uploaded via Giphy, generating 239m views in the week around the show
• The BRITs social accounts has over 3.3m followers, a 10% increase on the last campaign
Project Budget
Demographics
