THE BRIT AWARDS 2022
Dec 2021 - Feb 2022
TikTok became the official voting partner of The BRIT Awards 2022 for 4 categories: Dance, Hip-Hop/Rap/Grime, Pop/R&B, Rock/Alternative.
I designed and built an interactive microsite (aka 'H5'), accessible in and out-of-app; where users can cast 10 votes per category per day for 2 weeks.
Following this, TikTok promoted 2 livestreams: CKay's LIVE performance on a boat along the River Thames towards the O2 London - where the awards was hosted, and a red carpet LIVE. I also built another set of 2 microsites to drive traffic to these LIVEs.
Data and Insights
Social and PR
THE VOTE EVENT
Dec 2021 - Feb 2022
The overarching aim of the full campaign was to take general TikTok users, or any music lovers and BRITs audience, on a journey to the awards, from the voting stage to the final big night.
Within the first stage - the Vote Event, the 3 main goals across all teams involved were to create a positive impact on brand perception, to diversify content creation and consumption, and to increase artist and industry engagement.
As the vote results were the official data to select winners for 4 categories, the challenge was to build a robust, easy-to-use and efficient microsite. Users would put in minimum effort to engage, and data would be extracted regularly and accurately. Additionally, the vote hub needed to work for multiple entry points in and out-of-app, as this would be shared widely by artists, press, the BRITs and many other external sources.
DESIGN, BUILD AND TEST (6 WEEKS)
In-app entry points were Discover banner, Search, Push/Notification and ads. Out-of-app entry points were TikTok and artist social sharing, plus paid media. However, the audience must have had a TikTok account and the vote could only be casted in-app.
As all out-of-app users and non-users were taken to either TikTok or the App Store/Play Store, all interactions had to be 1-tap only, and the vote rules had to be easy to follow. In other words, to reduce frustration, after jumping in-app, people had to be able to vote immediately, and to see the number of votes they were given right in the moment.
The page was designed to show only half of the first vote buttons/artist images at the start, to prompt users to start scrolling.
In the initial test, a pop-up window appeared every time a vote was casted. This delayed page load time and gave users extra work.
I rebuilt the back-end vote mechanism and ensured this pop-up would only appear once the user had finished voting for 1 category each day.
To achieve a higher rate of creation and consumption, I also added additional deep-link components, for users to visit artists' TikTok profiles when tapping on their headshots. They would also be able to visit the campaign's main hashtag, #BRITsTok, and engage in the challenge.
DATA MANAGEMENT AND REPORTING
Accumulated vote data was collected and reset for each category once a day at midnight to avoid server overload and bugs. As the page expected to have high traffic, R&D was also looped in for additional support.
Post-campaign reporting was completed roughly a week after the voting window, using a number of different internal SQL platforms for the most comprehensive result on traffic, engagement, interaction and user behaviour, as well as overall content growth.
The H5 had 1.8M visits. Number of votes was more than triple this (unable to share exact amount).
Stay time was twice as long as our benchmarks, and 40% of users explored tabs other the default, again surpassed our targeted engagement rate.
Each users casted 16 out of 40 votes per day on average, this was 3 times more than another music awards vote event in the US.
Neary 70% of visits were in-app, and about 30% from out-of-app entry points, including social sharing, press and so on. Within the app, half of these visits came from the Discover banner.
THE LIVE EVENTS
The goals for this stage was similar to the last one regarding content growth, brand perception and industry engagement. However, the 'vehicle' to achieve these was 2 livestreams: an exclusive music event by Nigerian artist CKay, and a red carpet Q&A.
The main challenge was to drive as much traffic as possible to the events via 2 separate microsites (H5s), especially the TikTok-exclusive music performance, given the short turnaround time of only 2 weeks to design, test and build a solution.
TikTok has a 'LIVE event' feature where users can promote livestreams ahead of time, and their audience can sign up to get notified. This was, however, not integrated with our H5 builder, until late January. I took advantage of this opportunity and encouraged the music team to help the artist create this 'LIVE event' on his TikTok account. I then built this into the microsite as the first experiment to measure the feature's impact.
MAINTAINING LIVE TRAFFIC
The LIVE music performance on a boat with CKay happened at 5pm on 08 February, followed by the red carpet event at 6pm on the same day. This posed the challenge of maintaining high traffic to the livestreams throughout, especially after the first LIVE ended.
To ensure good retention rate and watch time for both events, I kept our editorial plan centralised. There was only 1 banner on Discover tab, driving to the CKay H5 microsite, where both events were promoted. This was then replaced by a new banner driving to the red carpet H5, 10 minutes before the end of the first event.
Both H5s had a plug-in set up to auto-jump to the livestreams, reducing the number of taps for users to reach destination.
The LIVE performance by CKay was watched by a total of 201K global users, among these 91.1K were from the UK. Over 70% entered the LIVE event via our H5, this conversion rate was above benchmark.
Similarly, the red carpet event had a total of 153K unique watch globally, with 140.8K from the UK. 28% entered the livestream via H5 microsite.
Content consumption rate and dwell time on both H5 were about 1.2-1.5 times above average.
Roughly 9% of users used the LIVE event registration function to get notified ahead of the event. This would be compared against future similar microsites to create a benchmark.
LEARNINGS AND NEXT STEPS
One key learning from these microsites is to start incorporating a 'share' component to increase traffic and engagement. While TikTok's core app UI has a 'share' icon on the top right corner, this might not be effective as it's not within H5 page's flow and lacks a 'call-to-action', therefore, users might not notice.
The vote hub was, overall, a successful case study, to inform future interactive elements on microsites and in cross-functional campaigns. This microsite attracted nearly 100K new TikTok users and increased the overall engagement rate across TikTok's UK microsites by 6.7%.
The full BRITs campaign overall contributed:
- Brand, Marketing and PR: nearly 50 press pieces
- Content: 340.9M hashtag views (reaching our highest benchmark level)
- Music and Artist Engagement: 53% artist active rate (4% higher than expected)
- LIVE Ecosystem: 0.83 % daily-active-user penetration rate (4% above goal)