The ARIA Awards
Brand owner: Australian Recording Industry Association (ARIA)
Agency: Droga5, Sydney
Brand: The ARIA Awards
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 and declining viewership: The not-for-profit ARIA awards had a proud 27-year heritage, but needed a radical reinvention to get back into the hearts and minds of both the industry and the public.