MWW - Arts Campaign
Company: MWW, East Rutherford, NJ
Company Description: MWW is one of the top ten global independent public relations firms and is known for its results-driven approach to public relations and "Aim High. Deliver" commitment to client service. MWW is a different kind of agency. Passionate, driven, highly experienced professionals with an entrepreneurial attitude, strategic thinking and flawless execution.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Arts & Entertainment
Nomination Title: Turning the Daytime Emmy® Awards into Must Watch TV…Online
Tell the story about this nominated campaign since January 1, 2014 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Ahead of the 2014 Daytime Emmy® Awards, the National Academy of Television Arts and Sciences (NATAS) found itself without a television broadcast partner to air the awards show. The program faced shrinking viewership among its core demographic of soap opera fans and ultimately failed to garner enough viewership to keep the awards on the air for 2014. To reinvigorate the show while keeping it viable, NATAS decided to go after a new demographic - a new, younger viewing audience. Unfortunately, the Academy still faced a serious hurdle when it came to attracting these younger viewers – it had no channel on which viewers could find and watch the awards, and awareness of the awards overall, much less the new categories, was at an all-time low.
With a traditionally broadcast show out of the picture, and armed with research on cord-cutting and -shaving, MWW recommended that NATAS partner with Livestream to host the event exclusively online and provide an exclusive look into the event’s red carpet.
To make fans feel they were at the center of the online award show, MWW created the Daytime Emmys® Social Media Fan Favorite Award, where ten Daytime Emmy® nominees with high social followings were selected to compete for fan votes through the website and Facebook to win. Winner Giuliana Rancic was awarded on the Livestreamed red carpet.
At the awards, MWW set up a social media lounge that received all the talent walking the red carpet before the show, as well as all the winners after they received their awards. In the lounge, talent was interviewed for YouTube, Vine and Instagram videos, and were also encouraged to take photos with either the Twitter mirror – feeding to the Daytime Emmys® Twitter handle – or the MWW-designed “selfie stations” that fed to the Daytime Emmys® Instagram account.
Despite concern that long-time fans would not be able to find the award show if it was not on television, viewership of the Daytime Emmys® 2014 Livestream topped 300,000 viewers, tying the previous year’s cable viewing audience, and received 180,000 unique visits to the website. The campaign not only encouraged conversation and drove traffic to the Livestream, but also built a base of fans participating on the Daytime Emmys® social channels to encourage an on-going dialogue after the awards show concluded.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2014 (up to 150 words).
• More than 24,700 new Facebook fans for the Daytime Emmys® (469 percent increase)
• Over 3,290 new Twitter followers (15 percent increase)
• 926 new Instagram followers (327 percent increase)
• MWW established the official Daytime Emmys® YouTube channel and recruited 875 subscribers.
• The dedicated hashtag #DaytimeEmmys was used 76,728 times during the course of the engagement
• MWW garnered more than 5.4 million Facebook impressions and more than one 1 billion Twitter impressions for the Daytime Emmy® Awards and the National Academy of Television Arts and Sciences
Thanks to MWW’s efforts, NATAS has secured a television broadcast contract for the 2015 Daytime Emmy® Awards.