Overview
The 2022 BET Awards stands as one of the most significant events in cable television history, consistently dominating ratings and celebrating the triumphs of artists, entertainers, and athletes within the African-American community. Nottingham Agency undertook a comprehensive marketing and public relations campaign to amplify brand awareness, engage influencers, and foster meaningful connections with audiences surrounding this prestigious event.
Challenge
Nottingham faced the challenge of maximizing the impact of the BET Awards campaign amidst intense competition and evolving audience preferences. Our agency needed to strategically leverage influencer collaborations, orchestrate tailored activations, and secure strategic media partnerships to effectively engage diverse audiences and amplify the event's reach.
Solution
To address the challenges at hand, Nottingham devised a multi-faceted approach encompassing influencer collaboration, talent booking, and strategic media partnerships. Our agency meticulously identified target influencers and crafted custom activation kits tailored to resonate with each recipient's audience, ensuring maximum engagement and resonance. These activations included a blend of hard posts, Instagram story content, and participation at prestigious events such as the House of BET, among others.
Furthermore, Nottingham played a pivotal role in talent booking for high-profile BET activations, facilitating dynamic interactions between talent and audiences. Key figures such as Babyface, Teyana Taylor, Coi Leray, Nene Leakes, and Kandi Burruss lent their influence to the campaign, bolstering its impact and resonance across diverse audiences.
The agency also secured strategic media partnerships with influential platforms such as The Shade Room, The Neighborhood Talk, and Hollywood Unlocked, among others. Leveraging these partnerships, Nottingham Agency disseminated campaign content through in-feed posts and Instagram stories, extending the campaign's visibility and engagement to a broader audience base.
Outcome
Nottingham Agency's strategic approach to the 2022 BET Awards campaign yielded remarkable results, achieving over 300 million social and media impressions. Through over 20 activations involving 50+ influencers, the agency effectively amplified brand awareness and engagement surrounding the event. The involvement of key talent and strategic media partnerships further enhanced the campaign's impact, solidifying Nottingham Agency's role as a leader in marketing and public relations within the entertainment industry.
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