Trojan & THE MTV VIDEO MUSIC AWARDS

In 2015 and 2016, Trojan was one of the biggest sponsors of the MTV Video Music Awards. With a predominantly Millennial viewership—48% of which actively use social media while watching TV—the MTV VMA's were the ultimate opportunity for Trojan to reach its core target in a way that was both relevant and immediate. In fact, the event itself was on the cusp of becoming the most tweeted non-Super Bowl event in the United States. We developed engaging, promoted, and organic content that was relevant to live events and could be deployed within minutes to create conversation around our brand. Each year, content was created with a specific product sku in mind. 

There were many legal challenges that we faced. The most difficult one being that we had to connect our tweets to the shows' live happenings without mentioning any celebrity's names. As you can imagine, this was quite a large barrier.

 
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In 2014, the generated content received over 11 million impressions and 600,000 engagements. A year later, those numbers jumped to 12.1 million with 836,000 engagements and 13,000 retweets; this was a huge win for Trojan.

 

Posted in response to Miley Cyrus being announced as the host of the 2015 VMAs

Posted when Bruno Mars & Mark Ronson performed "Uptown Funk" wearing the iconic pink blazer from the music video

Posted when Taylor Swift won her third moonman of the night

Announcing the encore presentation of the VMAs on MTV

Fan response

Fan response

 
 
 

Posted during the VMA Pre-Show hosted by DJ Khaled (Image is a visual reference to DJ Khaled's style of post)

Posted when Future performed wearing one of  his iconic fedoras

Posted during Britney Spears' performance of "Make Me" (image is a visual reference to music video)

Posted during Rhianna's performance of "Work" (image is a visual reference to music video)

Posted during Ariana Grande's performance of "Dangerous Woman" (image is a visual reference to album art) and the premiere performance of her new song, "Side to Side," featuring Nicki Minaj

Posted after Rhianna's powerful & inspiring acceptance speech for winning the highly coveted Video Vanguard Award (image is visual reference to Rhianna's album art)