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Jack Appleby Profile picture
@jappleby
Apr 27, 2022 • 18 tweets • 9 min read • Read on X
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Major social media campaigns have so, so many more content plays than you realize.

Here's 14 social tactics the MTV @VMAs used for their award-winning campaign, from TikTok to YouTube to Creators to... so, so much.

Social Media Case Study 🧵:
These are just the 14 I pulled out from their case study video - for a more complete list, head to their Short Awards entry. Kudos to them - this is one of the most complete award-entry submissions I've ever seen.
1. TIKTOK: MTV partnered with 3 creators to reveal the VMA nominees in artistic, visually-appealing ways.

Check out this nail art reveal for the Song Of The Year nominees. instagram.com/reel/CScKqMRFI…
2. DOT COM: Fans could vote on each award via MTV's official website, making everyone feel like a judge while showing who they stan.
3. TWITTER / DOT COM: By following the @VMAs on social, fans would learn about Power Hours, where their votes counted for double! That means an artists' core following could really show their support by strategically timing their votes.
4. STANCAM: a real-time interactive streaming experience where fans have real moments & real-time voting.

Details on a previous StanCam: shortyawards.com/13th/mtvs-2020…
5. TIKTOK: the first-ever “Trending: VMAs” honored creators and music trends that dominated social media, with in-platform voting, and a livestream featuring awards & performances.
6. INSTAGRAM STORIES: The @VMAs launched custom GIFs & spinners for everyone to use on their personal Instagram Stories.

Instagram Randomizer Sticker: instagram.com/ar/30254970510…

VMA GIPHY Stickers: giphy.com/vmas/2021-vmas
While you're here, if you find these Social Media Case Study threads helpful, I'd love if you considered Retweeting it? Maybe adding a recommendation or your thoughts with a Quote Retweet?

You can follow me at @Jappleby for more Case Studies - I'm publishing 3x a week right now!
7. INSTAGRAM REELS: A creator series with content remembering old shows + leading up to new night.
8. YOUTUBE: Maintained a steady lead-up presence on YouTube with VMA-themed 24-hour livestreams and long-form VMA-themed compilations.

Here's an example from Wild 'N Out:
9. TWITTER / YOUTUBE: The VMA Pre-Show was streamed live on Twitter and YouTube with performances, interviews and fashion highlights.

Watch: twitter.com/i/events/14371…
10. ALL CHANNELS: Week of show, the live coverage was constant across every single social platform. Interviews, behind-the-scenes, original content - you name it, the @VMAs had it.
11. YOUTUBE: Live Aftershow to talk about all the best moments.

WATCH:
12. FACEBOOK: 1st entertainment brand to use the Superhash Experience, a new offering from Facebook.
13. YOUTUBE: Debuted custom VMA-themed video franchise episodes, including ‘Stan vs Stan’ and ‘VMAnimation’

You gotta see the Lil Nas X VMAnimation:
14. INSTAGRAM: The @VMAs launched two Instagram Story-exclusive categories via bracket-style voting, where fans could vote via Instagram Story stickers.
The results were insane.
#VMAs trended #1 worldwide for 7 HOURS.
#VMAs trended in 58 markets worldwide with tweets in 56 languages.
#VMAs generated 2 billion Twitter impressions.

Maybe the craziest: The VMAs had more social interactions than the Super Bowl.

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More from @jappleby

Jack Appleby Profile picture
Nov 12
It's my 36th birthday, so by the laws of Twitter, I get to offer 36 pieces of advice.

Here's a bunch of weird ones no one will tell ya. 🧵

1. Swipe left when you see your co-workers on a dating app.
2. Don’t try to get creative validation through creative jobs.

If you tie your creative self-worth to projects that require client approval, you’re gonna have a bad time. Always have a creative hobby that’s just for you.
3. Don’t be the main character at the company Christmas party.

Open Bars can and will get you in trouble. Go bond! And stick around for the after party to show camaraderie. But alternate cocktails with water, and don’t be the last person to leave.
Read 36 tweets
Jack Appleby Profile picture
Jun 14, 2023
Okay, I ran a reallyyy cool study on influencer marketing.

You've seen #ad.
You've seen #partner.

I worked with @Swayable to test which ad disclosures create the highest product consideration and purchase intent within branded content.

A Twitter Analysis 🧵:
@Swayable Let's talk Influencer Marketing 101 for a second.

Whenever an Influencer is paid by a Brand to make content, they legally need to disclose the partnership to their followers. The most common way? #ad.

BUT, it's not the only way! 1/
@Swayable Here are the FTC's guidelines for Social Media Disclosures:
ftc.gov/system/files/d…

You'll notice the FTC doesn't demand influencers use #ad. There are a wholeee lotta ways to do it—you just gotta make it obvious. 2/
Read 12 tweets
Jack Appleby Profile picture
Jun 13, 2023
Wanna see a Creative Strategy pitch deck?

Here's my exact presentation from my #Twitch days for a campaign that just won gold at @shortyawards! Here's details on my:

- deck-making philosophy
- Slide-by-slide breakdown
- sales pitch strategy

A 🧵 breakdown:
@shortyawards This was my pitch to AT&T. They wanted to push their high speed internet to gamers, bonus points for aspiring streamers.

I can show the deck because, amazingly, they bought the exact idea. No changes. That almost NEVER happens. The case study: shortyawards.com/15th/the-first…
@shortyawards SLIDE 1: Title slide. It's... it's a title slide. It's purple because Twitch. That's... that's all I've got to say about that. Image
Read 18 tweets
Jack Appleby Profile picture
Jun 12, 2023
So @MrBeast’s new video hit 47 million views in 1 day—the 2nd highest 24 hour view count in YouTube history.

I analyzed the video minute-by-minute, detailing 25 storytelling tactics he uses to pull you in + keep you engaged for a full 14 minutes.

A content breakdown 🧵: Image
@MrBeast 0:00—The Thumbnail

@MrBeast famously stated he spends up to $10,000 just on thumbnail design + testing. "The thumbnail makes the difference between 50 million views and 200 million."

For the new video? He makes YouTube face next to a gold yacht. Very clickable. 1/ Image
@MrBeast 0:00—The Title

@MrBeast shows yachts at different price points in the video, but you need a concise, catchy hook to pull views, so he only lists 2 yachts in the title.

"vs" language is a great emotional motivator, plus who doesn't wanna see a $1 yacht and a $1 billion yacht? 2/ Image
Read 30 tweets
Jack Appleby Profile picture
May 22, 2023
When this guy went viral for holding a beer instead of an iPhone, @MichelobULTRA went real-time marketing.

Within 48 hours, the brand:
- made him their social spokesperson
- gave him his own merch line?!
- took him to the next PGA tour stop

A social case study + analysis 🧵: Image
The opportunity was purely organic.

It's a great photo! The way "Beer Guy" is framed, showing him enjoying the moment vs. trying to get mediocre footage for Instagram? Stuff of legends.

Thankfully for @MichelobULTRA, that can design is pretty noticeable. 2/ Image
Within 48 hours, @MichelobULTRA turned that iconic photo into a cinemagraph-style video with their line: "It's only worth it if you enjoy it."

It immediately became their most-shared social post in over a year.
Read 8 tweets
Jack Appleby Profile picture
Feb 9, 2023
How to use 1:1s with your boss to position yourself for a raise or promotion 🧵:
1. ask your boss what skills you need to improve to get to the next title.
2. document that feedback. If they don't write it to you, summarize and send it back to them in an email.
Read 8 tweets

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