Blog : local audiences

THE MTV Europe Music Awards – Bringing the global to local

THE MTV Europe Music Awards – Bringing the global to local

MTV EMAs – BRINGING THE GLOBAL TO LOCAL

CLIENT : MTV

THE BRIEF

As communications partner for the 20th MTV EMAs and it’s first appearance in Glasgow, Stripe was tasked with maximising the event with local audiences and winning the hearts and minds of Glaswegians across the city.

THE STRATEGY

Stripe’s strategy focused on ensuring that Glaswegians were engaged and feeling part of the event – even if they couldn’t attend. A series of exciting and innovative events, extensive media relations and compelling social media content were used to amplify the reach and buzz of the award – including a search for super fans – affectionately known as screamers, social media treasure hunt with giant MTV logos and an exciting Lightshow from R&B star Labrinth.

THE RESULTS

To have been named as ‘undoubtedly the best agency MTV has worked with in 20 years of EMA’ was kudos enough however we also created a local MTV EMA Glasgow community online and offline that engaged with events and shared their experiences to amplify the buzz (single events achieved over 2.2 million impressions on twitter) and secured over 1.7billion OTS though positive and engaging media coverage helping to contribute to an economic impact for the city of over £10million

Festival of Museums – Targeting Families

Festival of Museums – Targeting Families

TARGETING FAMILIES, DRIVING FOOTFALL

CLIENT : FESTIVAL OF MUSEUMS

THE BRIEF

We were tasked with raising awareness of the 2015 event, differentiating it in a busy ‘festival’ marketplace, directing traffic to the website and driving footfall at the individual events.

THE STRATEGY

With the key target audience being families with young children we created and implemented an integrated communications strategy to position it as a ‘not to be missed event’. We focussed on using highly visual and compelling content which would be easy to digest for busy families. This included traditional PR and social activity, focussing on: content creation, influencer engagement, social advertising, competitions, toolkit generation and managing all aspects of social media in the lead up to and throughout the festival weekend.

THE RESULTS

Making our own little piece of history we were able to report that 93% of venues used Facebook to showcase their events, citing the social media toolkit provided as a key support. Traffic to the website increased by 50% compared to the same period the previous year, and there was 5.7m social media mentions in 2015 – a notable 375% increase on 2014, with many museums experiencing record numbers of visitors over the weekend.