ABFF Movie Awards Case Study

1. #ABFF Movie
Awards
Case Study

2. 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

3. 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

4. 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

5. Facebook Nominee Cards

6. Targeted Nominee Outreach on Twitter

7. Targeted Nominee Instagram Photos

8. Meme Inspired Assets to drive user voting

9. Media Outlets outreach for ABFF Movie Awards

10. Celebrity Engagement for Award Show

11. Celebrity and Media Followers

12. Leverage Award Shows to promote Awards show

13. ● 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-Tweet
Results:
● 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)

14. Oscar Live Tweet Assets

15. Oscar Live Tweet Assets

16. 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