The Asian Television Awards (ATA) has a 20-year history (hence the official campaign hashtag #ATAturns20).
It is an integral part of the Singapore Media Festival (SMF) organised by the Media Development Authority of Singapore.
In the past 19 years before the 2015 event, ATA has been solely a trade centric event for Asia Pacific's Television industry and is virtually unknown in the public domain. To add to the challenge, till 2015, ATA had not actively utilised social media.
Objectives:
The challenge hence was to create a public facing persona for the brand.
To build the social media presence of the Asian Television Awards.
Goal:
To get the public to attend the public day of ATA.
To create social interaction between the awards and its fans on social media.
Strategy 1: Integrating social media efforts with Performing Artistes and hosts who were engaged for the event.
For the first time in 2015, the ATA event was telecast "live". Hence, the organisers engaged high profile performers and hosts to increase its TV ratings. These celebrities were also influencers who had massive social media following. The strategy was hence to leverage on them to increase the brand's social media engagement on Facebook, Twitter and Instagram.
Strategy 2: Working with award nominees to create social hype
The history and reach of the awards make it virtually a "must" for award nominees to announce that they were nominated.
Strategy 3: Creating a mutually beneficial relationship with attending celebrities
The attending celebrities wanted to announce their attendance at the awards as well as pictured together with other celebrities.
Strategy 4: Media Partners
We worked with media partners to boost our social media awareness.
Strategy 5: Influencers
To shore up our social media strategy, we also reached out to bloggers as well as student influencers from the different education institutions in Singapore..
Strategy 6: Fans
An awards event would not be complete without the fans. We also engaged with our fans and got them to share about the event on their respective social media pages as well as to provide images and videos which we could share on our own social media channels.
Strategy 7: One-Off Campaigns
These campaigns were social media account takeovers. Besides providing exclusive content on our event handle, there was also added impetus for the influencers to share pre-event to create awareness amongst their fans. These campaigns provided greater variety in our content. Getting influencers with massive following to do celebrity takeovers of our account, added to the credibility of our brand. Here's an example of the Twitter Q&A and Instagram Takeover, which we did.
Before #ATAturns20
Facebook Likes: 1203
Twitter Followers: 269
Instagram Followers: 3
After #ATAturns20
Facebook Page Impressions from 1 Oct to 10 Dec was more than 1.7million
Twitter Impressions from 1 Oct to 10 Dec was 1m
Instagram Followers: 3,153 (An increase of more than 1,000x)
