Idea: For the 2024 CMT Music Awards, CMT partnered with influencer Bunnie Xo to serve as the backstage correspondent, blending her unique charisma with unparalleled access to the show’s biggest stars. This collaboration aimed to create authentic, engaging content that resonated with fans and elevated the CMT Music Awards’ social media presence.
Goals:
1. Enhanced Fan Engagement: Provide fans with a behind-the-scenes look at the CMT Music Awards through exclusive interviews and content led by Bunnie Xo.
2. Amplified Social Reach: Leverage Bunnie’s personal brand and audience to expand the reach of the CMT Music Awards across social platforms.
3. Multi-Platform Collaboration: Partner with sister brands like MTV and artists platforms to amplify the content and drive visibility for the show.
4. Showcase Artist Stories: Highlight the stories, personalities, and excitement of the artists performing at the awards through relatable and authentic conversations.
The collaboration with Bunnie Xo was designed to maximize fan engagement and social media impact in lead up to the CMT Awards through a mix of planning, creativity, and strategic amplification.
1. Backstage Access: During the rehearsals for the CMT Music Awards, Bunnie Xo conducted five exclusive interviews with major performers, including Keith Urban, Cody Johnson, Megan Moroney, CMT Awards host Kelsea Ballerini, and her husband Jelly Roll. Each interview gave fans an intimate look at the performers’ thoughts, excitement, and preparations for the big night.
2. Collaborative Content: Each interview was shared across CMT’s social platforms, Bunnie Xo’s personal social accounts, and the featured artists’ platforms, ensuring broad reach and engagement. The collaboration allowed for a seamless blend of audiences from each partner.
3. Pre-Show Buzz: In the week leading up to the awards, the backstage content served as a teaser campaign to build excitement for the show.
4. Relatable and Authentic: Bunnie Xo’s charm and genuine connection to the artists created an authentic, engaging experience for fans. Her interview with Jelly Roll, in particular, offered a personal touch that resonated deeply with audiences.
The partnership with Bunnie Xo exceeded expectations, delivering exceptional results:
1. Massive Reach: The backstage content generated more than 15M views across social platforms, amplifying the visibility of the CMT Music Awards.
2. High Engagement: The interviews drove over 500K engagements, showcasing the content’s resonance with fans.
3. Record-Breaking Social Impact: This collaboration contributed significantly to making the 2024 CMT Music Awards the most social CMT Awards ever in terms of views and engagements.
4. Multi-Platform Success: The involvement of Bunnie Xo, coupled with amplification by CMT, featured artists, and sister brand MTV, ensured exponential reach across diverse demographics.
