Objectives

The WeWork Creator Awards began as an initiative to support innovative and social-first businesses as they 'create their life's work'. Our live social media coverage of the New York regional awards had the objective of boosting social conversation around the event, offering multiple social activations to engage with WeWork and the Creator Awards, and highlighting the many different elements of the event on multiple social platforms in order to creatively engage with as large an audience as possible.

Strategy and Execution

As the Creator Awards are open to everyone and celebrate Creators of all types, we wanted our social media strategy to reflect that. We created an individualized plan for each social media platform, encouraging Creators to get involved wherever they choose to post. We also wanted to make sure that our social media plan was tailored not only to our attendees and finalists who were celebrating with us in New York, but also to our friends and fellow Creators at home who chose to follow along with the action from their phones and living rooms. On each platform we monitored hashtag usage and engaged with our followers and users by employing a dedicated staff member on every platform and support staff to assist with monitoring.

TWITTER:

• We provided live coverage of the event. This featured:
  • Photos
  • Videos
  • Gifs
  • Inspirational quotes from the event.
• To elevate the experience of following along with the action on Twitter, we also worked with a social media influencer (Natalie Zfat) to live-tweet the event using the hashtag #creatorawards, offering another perspective on the night's activities.
• We programmed and monitored a live Twitter wall featuring tweets from the audience.
• We hired a gif artist to create gifs for us to push out during the event.

INSTAGRAM

• We created content for our Instagram Story as well as our feed throughout the night featuring aspects of the entire event.
• We hired a dedicated photographer to create cinemagraphs live and shoot for our Instagram Story.
• We broadcast the awards ceremony live on Instagram.

FACEBOOK

• On Facebook we wanted to really bring our audience at home into the event. To that end, we broadcast a high quality Facebook Live feed of the entire ceremony and the preceding masterclass.

SNAPCHAT

• Finally, we put in place a Snapchat geofilter for event attendees use while they were Snapchatting from the event.

Results

Our live social media coverage of the New York regional Creator Awards had the objective of boosting social conversation around the awards and highlighting the many different elements of the event. We also wanted to increase our live coverage engagement, particularly our Facebook live views from previous awards and on Twitter. We successfully achieved both of these goals:

• We increased Facebook Live views by 241% from previous awards.
• We increased our Twitter impressions by 40% from previous events.
• We were the top trending topic in New York State on Twitter during the ceremony.
• We achieved 136% increase on social media activity on the hashtag from the previous awards
• We simultaneously went live on two platforms, ran an Instagram story, live-tweeted from two accounts, and created original content.
• In terms of representing Creator over all social platforms, we met this objective.

Media