With a viewership that is predominantly Millennial—48% of which actively use social media while watching TV—the MTV Video Music Awards were the ultimate opportunity for Trojan to reach its core target in a way that is both relevant and immediate. And the event itself was on the cusp of becoming the most tweeted non-Super Bowl event in the United States.
We developed engaging, promoted, and organic content that was both relevant to live events and could be deployed within minutes to create conversation around our brand.
As a result, our efforts in 2014 generated over 11 million impressions and 600,000 engagements. A year later, those numbers jumped to 12.1 million with 836,000 engagements and 13,000 retweets.
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