In the week leading up to The GRAMMYs we used Twitter Conversational ads to encourage people to #RefreshTheTalk by tweeting about the social issues that they wanted to bring attention to at The 59th GRAMMYs Awards Show.

The pinnacle moment of the campaign came during the day of The GRAMMYs. We partnered with famed recording artists, Santigold and Skylar Grey, to bring the #RefreshTheTalk conversation to the show’s live coverage. When they walked the red carpet, they carried LED-enabled clutches displaying empowering messages reflecting fan tweets and transformed their interviews into real conversations about the important issues facing our society. As a result, Absolut Lime became a vehicle of expression, bringing the beliefs and opinions around equality to a national stage.

We got the media to talk about more than just fashion, by using fashion itself.

In addition to the Twitter Conversational ads to encourage people to #RefreshTheTalk in the week leading up to The GRAMMYs, we surrounded the event itself with a series of partnerships. Beforehand, we partnered with the Entertainment Tonight to create an Absolut Lime Room, from which they reporting about Grammys buzz in the week leading up to the show.

Directly before the show, not only did we steal attention on the red carpet (as described above); we also created the first bar on the red carpet itself, covered in our #RefreshTheTalk message. During the show we continued to amplify our message on social. Directly after the show we hosted the Grammy Afterparty, continuing to #refreshthetalk. And in the days after we secured placements on the E! Network and others featuring our celebrities talking about their #RefreshTheTalk experience on the red carpet with the LED clutches.

With press coverage, social buzz, content integrations and smart partnerships, we met our broadcast target and blew past our digital and social goals, bringing home twice the show-stopping media and netting 3x the anticipated sell-in—all for half the cost of the off-the-shelf sponsorship. Unlike other award shows, the Grammys saw almost no drop in viewership, helping us deliver more than 250MM on-air impressions, 90MM across digital and social channels, and 170 PR placements for an additional 125MM earned impressions.

Within less than a month after launching at the Grammys, the brand sold over 100k cases of Absolut Lime, quickly surpassing their goal of 60k cases to become the second most popular flavor in the portfolio.