abff movie awards case study
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ABFF Movie Awards Case StudyTRANSCRIPT
#ABFF Movie AwardsCase Study
Objective ● Drive traffic to abffmoviewards.com and
votes for first ever ABFF Movie Awards Award show (formorally ABFF Hollywood Awards) set for 2/28/2014
● Campaign began January 13, 2014
Campaign Goals● Drive users to abffmovieawards.com to cast their vote
○ Goal: 100,000 votes ● Encourage nominee participation/engagement across
social media channels ● Increase fan growth on social channels ● Drive viewers to watch the online web show
Campaign Tactics ● Use nominee’s star power to fuel voting and
drive traffic to website○ ABFF Branded nominee cards
● Leverage the movie award season to drive traffic to website and outreach for award show○ Oscar live-tweeting event
Facebook Nominee Cards
Targeted Nominee Outreach on Twitter
Targeted Nominee Instagram Photos
Meme Inspired Assets to drive user voting
Media Outlets outreach for ABFF Movie Awards
Celebrity Engagement for Award Show
Celebrity and Media Followers
Leverage Award Shows to promote Awards show
● Live-Tweet during Oscars Red Carpet + Live Show telecast using #ABFFOscarParty
● Leveraged relevant hashtags○ #Oscars○ #ABFF
● Developed branded assets of #ABFF Movie Award nominees and other black film stars
Oscar Live-TweetResults: ● Over 280+ engagements on
Twitter (Retweets and Favorites) ● Over 930+ engagements on
Facebook (Likes, Comments, and Shares)
● Over 750+ engagements on Instagram (Likes and Comments)
Oscar Live Tweet Assets
Oscar Live Tweet Assets
ABFF Movie Award Results ● Total of 213,000 Votes from 9 countries cast
for the #ABFF Movie Awards● Increased Fans across all social channels
○ Facebook Fan Page 24,052 -> 25,600○ Twitter Following 7,808 -> 8,466○ Instagram Following 918 -> 1,167