The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

February 23, 2014 | 2 min read

Hair care brand V05 beat Cadbury in the BRITs inevitable social buzz contest, according to data analysis by Mindshare.

The #VO5music hashtag received 5,332 Twitter mentions, beating Cadbury’s #FreeTheJoy which received 3,287 mentions.

During the BRITs VO5 published 12 exclusive videos of live footage using Twitter Amplify, the social media site’s video promotion tool, which was a first in the UK.

The videos included seven instant replays of live performances, and four videos of James Corden in conversation with different artists. The most re-tweeted video was of Corden in conversation with One Direction, which garnered 1,759 re-tweets.

Nick Adams, head of digital development at Mindshare said: “By distributing exclusive live content from the BRITs in near real-time, VO5 was able to get involved in the buzz around the BRITs in a positive way, and we were rewarded by the BRITs community passing the content on across Twitter”.

V05 conducted its campaign across Twitter and Spotify.

Cadbury's Dairy Milk, on the other hand, declared itself the winner over Mastercard based on the number of likes and retweets its social media posts received.

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Mindshare

Mindshare is a global media and marketing services company created in 1997. As one of the world’s largest media agencies, Mindshare is responsible for a large...

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