Outcome #1: Pre-event benchmarking & planning
The nominations announcements
The nominations are the first point where the wider public get really engaged and excited for the BRIT Awards. Toby and his team use Brandwatch to monitor the reaction online, and see what the key conversation points are across the nominations as a whole, as well as across the artists; which artists and their fan bases are engaging most with the nominations, for example.
Using a query that captures all of the data that the BRIT Awards’ team would need, Toby then uses various dashboards and categories to identify the conversation online. The success of the Awards each year, in terms of online engagements, TV viewing figures etc., often revolves around the artists who are involved in the campaign; either by being nominated for an Award, or performing during the show itself.
Nominations is the first time in the team’s campaign that these artists will engage with BRITs, and the first time the public will know of their involvement in the Awards, so Toby uses the dashboards to judge the popularity of artists.
“This can help inform the marketing campaigns, if we know an artist has a big fan base that is being mobilised through their involvement in the BRITs, we can help tap into that and further promote the show,” says Toby.
The Brandwatch platform also helped Toby set benchmarks for performance based on past data sets. Brandwatch’s dashboards provided The BRIT Awards team with a view of all elements of all campaigns dating back over ten years.