Overview
The 2022 Soul Train Awards, hosted by actor and comedian Deon Cole, celebrated the best in R&B music and honored iconic acts such as Xscape with the Lady of Soul Award and Morris Day and the Time with the Legend Award. Performances featured Muni Long, Chante Moore, Coco Jones, Ari Lennox, and others. Nottingham was tasked with creating a campaign to raise awareness for the awards, drive tune-in, connect with local key markets, and leverage the platform of top celebrities and influencers.
Scope
Nottingham aimed to create a comprehensive campaign that engaged audiences across various platforms and locations. The agency devised two key activations: local market takeovers spearheaded by influencers, where communities were fed in celebration of the awards, and "On The Road To Soul Train," a viral campaign showcasing celebrities on an R&B-inspired car ride to Las Vegas, building anticipation for the event.
Highlights
Between both activations, Nottingham secured over 40 celebrities and influencers to participate, generating more than 200 million social impressions. The agency produced 45 pieces of short-form content, receiving praise from consumers and earning media support from influential platforms such as The Shade Room, Baller Alert, The Jasmine Brand, The Neighborhood Talk, and Spiritual Word.
The talent involved collectively shared over 100 in-feed and story posts, amplifying the campaign's reach and engagement. "On The Road To Soul Train" became a viral sensation, being shared over a million times across social media platforms. Standout participants included Yung Miami, Fantasia, Soulja Boy, Keyshia Cole, Desiigner, Amber Riley, Tamar Braxton, Tami Roman, and Babyface, adding significant star power and credibility to the campaign.
Outcome
Nottingham's campaign for the 2022 Soul Train Awards achieved remarkable success in raising awareness, driving tune-in, and engaging audiences across various platforms. The strategic use of influencer partnerships, localized activations, and viral content creation resulted in significant social media impressions and widespread anticipation for the event. The campaign's ability to connect with key markets and leverage the influence of top celebrities and influencers solidified its impact and contributed to the success of the Soul Train Awards.
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