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GEN Z's engagement with the brits
The Challenge
The BRIT Awards with Mastercard are the annual showcase for the UK music industry. Now a multi-channel experience with the live event in 2024 at the 02 arena, the show broadcast live on ITV, with content shorts produced and shared organically across the BRITs owned channels on YouTube, Facebook, Instagram, TikTok. To supercharge engagement with the huge event, both pre, during & post show, the BRITs needed a paid media plan that would scale visibility & engagement with their core Gen Z audience. With the bulk of content being produced and shared during and shortly after the live event, we needed to be highly agile - adapting the plan on the fly in campaign.
The Supercharging
We built a flexible plan, across key channels - YouTube, Meta and TikTok that enabled us to support the event pre, during and post broadcast. We worked closely with the client, their production agency and the social platforms throughout, to ensure our media plan aligned with changing priorities as new content moments unravelled during the show. We leveraged learnings from previous campaign activity to hone audience targeting within our Gen Z target. Our team devised a campaign structure across accounts that enabled us to swiftly add in and push live new ad content within minutes of supply. Budgets were optimised fluidly across channels and content, to maximise visibility & engagement across audiences.
The Results
A huge uplift in overall completed video views across content amongst our Gen Z target - with over 40 different content pieces (including one live stream), across channels. We surpassed all previous paid benchmarks in terms of cost-per-view, across channels.