STN Digital partnered with Warner Bros. Discovery for the seventh year in a row to develop and execute a social strategy and on site activation for the SAG Awards. For the 28th show, the STN team developed unique, eye-catching creative that drove social conversation and promoted tune-in.

Content included:

• nomination and recipient templates
• lead-up creative
• live show coverage across owned media channels
• a sliver carpet camera execution for talent 
• post-show recap sizzle

STN had two dedicated teams on awards night; one on-site capturing content from the Silver Carpet and winner’s booth activation and another team at STN headquarters managing the SAG Awards, TNT, and TBS social channels.

To encourage excitement and tune-in around the awards, STN’s social strategy incorporated Instagram’s new Collabs feature, utilizing the SAG, TNT, and TBS properties to distribute content. Posts that utilized Collabs saw 2.65 times the number of engagements to non-Collabs. The STN team also leaned into Reels, developing content to take advantage of Instagram’s algorithm and automatically posted to Facebook Reels as well.

Content created saw 2.8M total engagements and Reels garnered 11.2M total views. Top performing activations included: