Case Study

ARIA generates global engagement for live stream with Twitter

Key results

The opportunity

The ARIA’s () mission is to champion Aussie musicians both locally and around the world. Every year since 1987, it holds a series of awards nights called the ARIA Music Awards, recognising achievements by the Australian music industry.

In 2017, ARIA wanted to take a local awards show and make it global through enhanced online conversation. The main problems they faced were:

  • Nominations were six weeks before the awards show and it was difficult to drive conversation and engagement during the six- week period

  • ARIA wanted to drive more conversation/engagement around the awards, more brand recognition for the ARIAs and the awards, and maintaining/driving engagement and conversation during the six-week period

The strategy

In 2017, ARIA partnered with Twitter to exclusively live stream the ARIA Music Awards Red Carpet show to the world. The collaboration leveraged the already musically engaged global audience residing on Twitter.

The live stream was hosted by Ash London from Hit Network’s ‘Ash London Live’, comedian Joel Creasey and Aussie model, actress, singer, and social influencer Alli Simpson. The hosts provided commentary as they introduced some of the world’s biggest stars to a global Twitter audience.

On the night, it was also announced which musician or band Twitter fans had voted as the Best International Artist. Fans could vote by Tweeting using unique hashtags which also generated emojis of the related artist. The live stream was later packaged up into a condensed highlight reel to allow fans to catch up, who had missed the live show, or just relive the action and excitement of the ARIAs Red Carpet.

Active user voting.

Fans needed to engage with the ARIAs via Twitter to influence the outcome of the Best International Artist award. This ensured large numbers of global music fans engaged with the campaign, supporting their favourite international artists.

Musically engaged global audience.

Music fans already come to Twitter to engage with their favourite artists one-to-one. The ARIA Music Awards acted as a natural extension of this, providing fans with a backstage, unfiltered glimpse of some of the world’s biggest stars, with the live stream generating huge viewing numbers as a result.

‎Go live.

The ARIAs succeeded in its engagement goals by changing tack and exploring a different method of live content delivery. Music fans were able to engage with the show, while also connecting with the wider Twitter community, delivering a more immersive and entertaining viewing experience.

The success

By combining active voting with an already engaged, musically focused audience on Twitter, was able to trend number two worldwide across 18 countries and 200 cities and number one in Australia. The Tweet hashtag voting system drove engagement in the 6 weeks prior to the event, generating a staggering 12.6M Tweets using the hashtags.

Twitter is an incredibly important platform for the ARIAs. It enables us to access music fans around the world. Our mission is to champion Australian artists, and Twitter is the perfect platform for us to reach an audience outside of Australia

Solutions used

Audience insights

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Creative Canvas

Brands on Twitter are connecting with users in unique and creative ways every day. And so can you.

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