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Gave music fans access to the ARIA Awards

To leverage Telstra’s sponsorship of the ARIA Awards, #CrashTheArias was a second-screen experience that showcased behind-the-scenes moments on a Tumblr synced to the broadcast. It complemented the broadcast by hosting exclusive, high-impact content that people could share.

My role:
I developed the social / content strategy, paid social plan and media connections approach including the business case for establishing Telstra’s first activity on Tumblr.

During the broadcast, I managed the social listening component identifying and selecting music fans and influencers from over 427,000+ social posts. Our team of designers and copywriters then created personalised images, GIFs and videos that were published via Telstra’s Tumblr, Twitter and Facebook.

Results:
– Over 153 pieces of content created (122 images / 21 GIFs / 10 videos) in 12 hours
– Reach of 1,006,547 people in social when the TV broadcast only had 524,000 viewers

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