The Latin GRAMMY Awards® has been delivering massive TV audiences since the year 2000. The 15th anniversary telecast of The Biggest Night in Latin Music® provided an opportunity to grow the reach of The Latin Recording Academy® even further. Members account for +1 billion combined followers, subs, friends & likes. This project aimed to bring them together in a massive social media celebration that would extend the brand & boost ratings.The traditional nominations announcement press conference went 100% digital. Artists and fans received the news via videos on LatinGRAMMY.com and then celebrated online, generating +800 Million impressions in just 48 hours. A first-ever branded campaign brought a unified look and feel to the pages of social media. Live events leading up to the telecast were leveraged.VIPs were courted via personalized outreach efforts and collateral and amplification for all was made ultra-easy with digital tools. Results were jaw-dropping.The multi-faceted celebration had brought together fans and artists to celebrate the music they love and the Academy that brings them together. We trended in all major U.S. cities. worldwide, we dominated as well. @LatinGRAMMYs passed 2MM followers, making it the world's largest awards show Twitter account, regardless of language. Total reach for the campaign was 1.78 Billion, Total worldwide impressions +11 Billion! U.S. TV ratings saw double-digit growth and in top DMAs like LA, Miami, Houston the telecast delivered + viewers than ABC, CBS, NBC & FOX combined.
Case Study (VIDEO): http://latingram.my/social-media-celebration
http://latingram.my/social-media-celebration
