Content & Creative
Communications
Transforming sentiment and driving engagement for the 15th Annual SAFTAs.
Challenge
The 15th Annual SAFTAs faced negative sentiment and engagement challenges due to the shift to a virtual format under COVID-19 restrictions. The National Film and Video Foundation (NFVF) needed to revitalise audience excitement and improve brand perception despite the lack of a physical event.
Action
Instinctif Partners collaborated with NFVF to develop a creative engagement strategy. The strategy leveraged brand partnerships with Netflix and MultiChoice for PR drops that generated buzz. The approach also included targeted media engagement and digital activations to sustain excitement and increase visibility.
Result
The campaign transformed sentiment and boosted engagement, achieving 1,128 media coverage pieces, over 50,000 YouTube views, and 430,000 social media interactions. With 49% positive sentiment and the SAFTAs Twitter account reaching 5.5 million users, the virtual event successfully enhanced brand perception and audience engagement.
