The Latin Recording Academy

The Latin GRAMMY 15th Anniversary Social Media Celebration

Latin Recording Academy members account for > 1 billion combined followers, subs, friends & likes. Our job was to bring them together in a massive social media celebration to extend the brand & boost ratings. Nominations announcements went digital. Artists & fans received the news via videos on & then celebrated online, generating >800 Million impressions in just 48 hours. A first-ever branded campaign brought a unified look & feel to the pages of social media. Live events leading up to the telecast were leveraged. VIPs were courted and amplification was made ultra-easy. The show trended in all major U.S. cities. Worldwide, the show dominated. @LatinGRAMMYs passed 2MM followers, making it the world’s largest awards show Twitter account, regardless of language. Total reach 1.78 Billion Total worldwide impressions >11 Billion! U.S. TV ratings saw double-digit growth & in top DMAs like LA, Miami, Houston the telecast delivered more viewers than ABC, CBS, NBC & FOX combined.

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