The ARIA Awards
Gina Williams
Campaign details
Brand owner: Australian Recording Industry Association (ARIA)Agency: Droga5, SydneyBrand: The ARIA AwardsCountry: Australia
Executive summary
This case study is the story of the '#UnitedByMusic' campaign, which successfully influenced the influencer by using international artists' social media as a vehicle to put the spotlight back on Australian music, all with a media budget of zero. The campaign that was created communicated the purpose of the ARIA awards in a way that was an attractive proposition for stakeholders, partners and Australians.
There was mass awareness, but little credibility...