STN Digital Partners with CMA Awards to Promote Country Music’s Biggest Night
Our RoleContent + StrategyProductionSocial Media Management
In 2021, STN Digital partnered with the Country Music Association to create a social strategy and content plan for the 55th Annual CMA Awards on ABC. Utilizing some of Country music’s biggest talent, STN developed an engaging social media campaign to drive awareness and increase tune-in for ‘Country Music’s Biggest Night.’
The first phase of the social strategy included promo content such as sizzle videos, GIPHY stickers, custom illustrations, and performer motion graphics to get fans excited about the upcoming awards.
STN had an on-site production team the day of the awards to capture red carpet moments, behind the scenes content, and winners’ booth photos to bring the show to life for fans at home. STN also had a remote team creating show-night content like acceptance speech cinemagraphs and UGC content to further drive engagement.
Thanks to STN’s dedicated team of social media managers, strategists, production experts, and creatives, the content leading up to the 2021 CMA Awards saw a 41% increase in engagement compared to the 2020 CMA Awards. Over the course of the campaign, STN created 245 social posts that garnered 55M impressions, 75K shares, and 11M video views. Years later, STN remains a trusted partner to the Country Music Association.