Overview
The BET Hip Hop Awards 2022 stood as a celebration of both emerging female artists and iconic pioneers within the hip hop industry. To elevate the event's reach and engagement, Nottingham was entrusted with the task of crafting a culturally innovative campaign that would not only capture the essence of hip hop culture but also drive increased viewership for the awards show.
Challenge
Nottingham faced the challenge of developing a campaign that resonated deeply with Hip Hop enthusiasts while also appealing to a broader audience. Our agency needed to create activations that not only celebrated the talent and legacy of Hip Hop but also fostered meaningful engagement with viewers. Additionally, the campaign needed to extend its impact to the local Atlanta community, where the event was hosted, to build anticipation and excitement.
Solution
In response to the challenge, Nottingham devised a comprehensive campaign strategy that integrated digital activations, community engagement initiatives, and strategic partnerships. The centerpiece of the campaign was the "Gimme 16" digital activation, where we assembled over 20 influencers & celebrities to showcase their rap prowess by delivering 16 original bars. Emceed by DJ Envy and featuring production from Hitmaka, the activation provided a platform for influencers to showcase their talent while being mentored by Hip Hop icons Lil Kim and Remy Ma, adding authenticity and excitement to the campaign.
In a bid to raise awareness within the local Atlanta community, Nottingham partnered with the show's host, Fat Joe, to organize a community engagement event at Slutty Vegan, where free food was distributed to residents. This activation, promoted through local radio stations and social media channels, featured branded BET moments, custom t-shirts, and an energetic street team to engage and inform customers about the upcoming broadcast, creating a tangible connection between the event and the local community.
Outcome
Nottingham's campaign for the 2022 BET Hip Hop Awards yielded impressive results, driving significant increases in ratings and impressions for the event. With a +21% increase in P18-49 ratings and a +14% increase in impressions year-over-year, the awards show solidified its position as a premier event in Hip Hop culture. Moreover, BET witnessed record-breaking triple-digit view increases across digital platforms, reaching close to 250 million views. The campaign garnered over 250 million social and media impressions, with reshared content from influential figures such as Missy Elliott, Lil Wayne, Charlamagne Tha God, and Lena Waithe, extending its reach and impact to a wider audience. Standout talent including Nicco Annan, Rasheeda, Dapper Dan, Kirk Franklin, and Pretty Vee contributed to the event's success, underscoring Nottingham's ability to execute dynamic and engaging campaigns within the Hip Hop community.
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