World-leading content creation and design agency Somethin’ Else used Brandwatch Analytics to manage, segment and monitor millions of mentions for the biggest event in the UK music calendar, The BRIT Awards.
The BRIT Awards: Successfully Orchestrating a Social Media Campaign
Analytics to successfully
manage the social
campaign for a world
renowned music event
Headquarters: London, England
Audience: Brands, Broadcasters &
Industry: Content design and
Services: Somethin’ Else create things
millions of people watch, listen to
and play with every day on their
computers, radios, devices and
Brandwatch services: Social Media Monitoring,
Creating content that sings
Somethin’ Else, a content, design and creation company,
specializes in both talent management and original content
across games, interactivity, radio and TV.
The organization designs and creates content for the way the
world works now - things millions of people watch, listen to and
play with every day. They work with clients around the world
including Channel 4, Virgin, Red Bull and Porsche.
Somethin’ Else were tasked with cultivating all video, online and
social content for the BRITs 2014, with a key target audience of
16-35 year olds.
The BRITs are a pop music awards ceremony, the British
equivalent of the American Grammy’s, held annually in London.
The awards are broadcast live on TV and radio.
The BRITs 2014 were no exception. On the night of the awards
ceremony the appearance of One Direction, not once but twice
on stage saw conversation on social channels skyrocket to
intergalactic volumes. The biggest spike came when a certain
Harry Styles, the housewives’ favourite, failed to make it to the
stage on time to accept their first award. Harry was otherwise
engaged in the bathroom leaving his four other bandmates to
accept the award in his absence.
Using an agile social strategy, Somethin’ Else were able to
quickly tailor content to react to events as they unfolded on the
night. We’re living in a world where consumers demand quality
content. We want to be inspired, and engaged with in more
creative, original and convenient mediums, and meeting those
demands can be challenging.
Sounding out success
The best creative agency in the world could produce a
groundbreaking piece of content, but unless you can prove
or demonstrate the value that content generated, what is
the point? Results are the trophies everyone wants to win.
Somethin’ Else had three main objectives they needed to deliver
on, all centered around social media and engagement.
• Increase engagement on social channels and The BRITs
official Facebook and Twitter pages
• Increase number of followers on all social channels.
• Increase and encourage use of official #BRITs2014
We know the 16-35 year old demographic are the most active
online so getting the content in front of them isn’t the hard part.
The challenge is getting the audience to engage, respond, share
and comment on the hard work crafted by Somethin Else.
In order to achieve its three main objectives Somethin’ Else
would need to measure and monitor the performance of the
content. Managing content around such a popular event and
with such an active audience demanded the analytical power of
an advanced social listening platform.
The BRITs, as a live, televised event was always going to see
high levels of conversation, across multiple social channels.
Keeping track of that volume of conversation and being
able to monitor across all sources required a powerful
Somethin’ Else chose Brandwatch Analytics as their monitoring,
listening and analytics platform for the duration of the project.
A BAFTA Award winning content agency
Case Study/ Somethin’ Else
At a Glance/
• Increased the number of
followers on the @BRITAwards account
by 49% in just 7 days
• Generated over 1 million audience
interactions from 284 tweets posted on
the day of the event
• Tracked and helped inspire over 4
million online mentions of the awards,
including 2.3m uses of the official
in 7 days
Case Study/ Somethin’ Else
orchestrating a social
Using Brandwatch Analytics, Somethin’ Else were
able to monitor the success of the campaign from
start to finish.
The Facebook and Twitter Channels feature allowed the
organization to track their owned media channels and the
performance of content over time.
The intelligence gleaned from Brandwatch also enabled
Somethin’ Else to react, in real-time, to conversation as
it happened, ensuring that The BRITs media presence
on their social channels was in tune with activity happening
on the night. Somethin’ Else were also able to identify, using
the Brandwatch Channels feature, how The BRITs community
had grown over the duration of the project and how positively
they responded to the campaign.
This in-depth owned media analysis, alongside the earned
media analysis Brandwatch also monitors, gave Somethin’ Else
a greater understanding of the campaign‘s success, helping to
prove the ROI of their social activities.
Following the evening ceremony, Somethin’ Else, using
Brandwatch Analytics, were able to easily identify which tweets
and hashtags used on the night had the most impact and were
the most effective.
Fine Tuning Fans
Creating wonderful content isn’t going to win many hearts
unless you have someone and somewhere to share it.
Growing and nurturing an online community requires
dedication, hard work and platinum content. Somethin’
Else had terrific success developing the @BRITAwards
Somethin’ Else were able to increase the number of followers
on the @BRITAwards account by 49% in just 7 days, securing
over 350,000 followers by the end of the ceremony.
This was a colossal increase (Fig 1).
Encouraging an Echo
Somethin’ Else creates content people watch, listen to and
play with. Their work wins awards and this year they were
winners of the BAFTA for Production Company of the Year.
They are content-creating connoisseurs.
The content published for The BRITs generated over 1 million
audience interactions from 284 tweets posted on the day of the
event, including 708,885 RTs and 577,329 @mentions.
The most successful tweets on the night of the awards
ceremony contained either a picture or Vine, proving that rich
media content drives significant levels of engagement.
Managing the Masses
The BRITs is a huge event: the biggest music awards
ceremony in the UK. The show saw performances from
Beyonce, Katy Perry and the Arctic Monkeys.
Somethin’ Else capitalized on the popularity of the event
with rich content-driven activity alongside an agile social
media presence on the night. This combination yielded
Using Brandwatch Analytics Somethin’ Else was able to track
and helped to inspire over four million online mentions of the
The consistency of this approach saw the official hashtag
#BRITs2014 used 2.3m times, meaning it was included in over
half of all Twitter mentions of the awards.
The results and volume of activity on the night of The BRITs
were truly impressive.
Being able to manage, segment and monitor millions and
millions of mentions would not have been possible without the
most powerful monitoring product on the market.
Brandwatch Analytics has enabled Somethin’ Else to represent
the success of the campaign with impressive numbers.
Harmonizing earned and owned media channels
Fig. 3: Top Tweeters 19th FebFig. 2: Top Hashtags 19th Feb
21 FEB20 FEB19 FEB18 FEB
• NET Followers • Total Followers * Full twitter data captured post event
17 FEB16 FEB15 FEB
Fig. 1: The work Somethin’ Else produced resonated with fans*
Are a content design and creation
company making things millions of
people watch, listen to and play with
every day. Games, radio, interactive
content, brand solutions and talent
Their team is 70 strong: producers,
developers, agents and business
people. By the numbers, they’d be the
UK’s largest independent radio
production company, and a significant
digital agency — but they don’t think
those terms capture their approach or
For more information, please visit
Brandwatch is one of the world’s
leading social media monitoring and
Its technology gathers millions of online
conversations every day and provides
clients with the tools to analyze them,
enabling brands and agencies to make
smarter, data-driven business
The company has won awards for its
technology and renowned corporate
culture, and regularly wins accolades
for its impressive growth. The
Brandwatch platform is used by over
900 brands and agencies, including
organizations such as Dell, PepsiCo,
Whirlpool, Kellogg’s and British
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