#ABFF Movie AwardsCase Study

Objective ● Drive traffic to abffmoviewards.com and

votes for first ever ABFF Movie Awards Award show (formorally ABFF Hollywood Awards) set for 2/28/2014

● Campaign began January 13, 2014

Campaign Goals● Drive users to abffmovieawards.com to cast their vote

○ Goal: 100,000 votes ● Encourage nominee participation/engagement across

social media channels ● Increase fan growth on social channels ● Drive viewers to watch the online web show

Campaign Tactics ● Use nominee’s star power to fuel voting and

drive traffic to website○ ABFF Branded nominee cards

● Leverage the movie award season to drive traffic to website and outreach for award show○ Oscar live-tweeting event

Facebook Nominee Cards

Targeted Nominee Outreach on Twitter

Targeted Nominee Instagram Photos

Meme Inspired Assets to drive user voting

Media Outlets outreach for ABFF Movie Awards

Celebrity Engagement for Award Show

Celebrity and Media Followers

Leverage Award Shows to promote Awards show

● Live-Tweet during Oscars Red Carpet + Live Show telecast using #ABFFOscarParty

● Leveraged relevant hashtags○ #Oscars○ #ABFF

● Developed branded assets of #ABFF Movie Award nominees and other black film stars

Oscar Live-TweetResults: ● Over 280+ engagements on

Twitter (Retweets and Favorites) ● Over 930+ engagements on

Facebook (Likes, Comments, and Shares)

● Over 750+ engagements on Instagram (Likes and Comments)

Oscar Live Tweet Assets

Oscar Live Tweet Assets

ABFF Movie Award Results ● Total of 213,000 Votes from 9 countries cast

for the #ABFF Movie Awards● Increased Fans across all social channels

○ Facebook Fan Page 24,052 -> 25,600○ Twitter Following 7,808 -> 8,466○ Instagram Following 918 -> 1,167