For those of you outside the UK, the BRIT Awards are the biggest event in British music calendar. The awards are equivalent to the American Grammy’s and are held annually in London, UK.

The awards are broadcast live on television and radio to an audience of nearly 5 million.

The ceremony is a big deal.

The hottest music industry bods attend – this year to watch the likes of Beyonce, The Arctic Monkeys and Katy Perry perform.

Somethin’ Else, a content and design creation company who have worked with clients such as Channel 4, Virgin and Red Bull, were tasked with managing The BRIT Awards 2014 social media campaign, and used Brandwatch Analytics to manage and measure the campaign’s performance.

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Somethin’ Else specialize in both talent management and original content across games, interactivity, radio and TV, were chosen by The BRIT Awards to devise a campaign that would run from November 2013, when the award nominees were announced, right through to the night of the award ceremony in February 2014.

Sounding out success

Undertaking The BRIT Awards social campaign, Somethin’ Else were tasked with three main objectives:

• Increase engagement on social channels and The BRITs official Facebook and Twitter pages
• Increase number of followers on all social channels
• Increase and encourage use of official #BRITs2014

Social conversation around such a popular event was always going to be colossal, especially with social media giants One Direction in attendance.

Somethin’ Else knew they would need to use the analytical power of an advanced social listening platform and Brandwatch Analytics was clearly the best match to help achieve the three main objectives, and more.

Harmonizing earned and owned media channels

The Brandwatch Analytics Facebook and Twitter Channels features enabled Somethin Else to track The BRIT Awards owned media channels and the performance of content over time.

Somethin Else could quickly identify what content was working and react in real time to conversation as it happened on the night.

So what did happen on the night? Well, One Direction happened.

The 1D boys’ appearance on stage not once, but twice, saw conversation levels on social media explode.

Somethin’ Else had been consistent with the promotion of the official BRITS 2014 hashtag #BRITs2014.

This resulted in the agency capitalizing on moments such as when Harry Styles was late to the stage to accept One Direction’s first award when he was otherwise engaged (in the bathroom!).

This incident saw the biggest spike in mentions on the night and helped drive further usage of the official hashtag, #BRITs2014. The hashtag ultimately ended up being used a phenomenal 2.3m times, meaning it was included in over half of all Twitter mentions of the awards.

Summary

Using Brandwatch Analytics, Somethin’ Else was able to track and helped to inspire over four million online mentions of the awards. It also helped to double The BRIT Awards Twitter followers by 48% in just 7 days.

Being able to manage, segment and monitor millions of mentions would not have been possible without the most powerful monitoring product on the market.

To find out exactly how Somethin’ Else successfully managed The BRIT awards social campaign using Brandwatch Analytics please click the link below.

Download the full case study here