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.
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.