The ARIA Awards

This case study describes a campaign by the Australian Recording Industry Association (ARIA), a national industry association, which used an influencer-based social media campaign to promote its awards ceremony.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands