On the heels of its award-winning breakthrough campaign in 2014, The Latin Recording Academy set out to up the ante for the 16th Latin GRAMMY season with a cross media, cross platform project of an unparalleled global scale. This kit was the centerpiece of our strategy of establishing a personal, one-on-one conversation with artist VIPs. These direct mailings were sent, each with a personalized letter from the Academy’s President. Inside the box was a personalized, full-size, gatefold album jacket and vinyl keepsake. This social media kit included selfie signs & #hashtag guides, to artist challenges & gifts, we made it fun & easy to participate. Results blew away expectations. We trended in all major U.S. cities & worldwide.
It all contributed to record-breaking numbers both in terms of reach & impressions as well as ENGAGEMENT. Based On Twitter unique Audience, the Latin GRAMMY Awards was the No. 1 most social program on TV that night. Content across Univision’s digital platforms for the Latin GRAMMY® Awards generated over 42 million page views, +29% more page views versus 2014.
Facebook created a custom status during the telecast.
Twitter launched a major Latin GRAMMY-themed Twitter Moments takeover.
Snapchat content was generated by fans and stars inside the venue and shared through an official Snapchat story.
Latin Recording Academy accounts alone crossed surpassed 3.4 million Twitter, Facebook and Instagram followers.