The Charles undertook an indepth look at The Tony Awards competitive landscape and target audience, learning everything about who their existing audience is, how they engage with social media.
"Using our data and analytics team, our goal was to create a research and insights presentation that would form the narrative for our creative strategy."
Blended average engagement increase YOY across all social channels.
Increase in extended reach volume with a high volume of interactions and social shares.
To keep the brand top-of-mind and ensure that they were always at the center of all Tony Award-related announcements, The Charles created custom Instagram Stories and templates.
Digital Asset Creation / Custom Instagram Stories
Digital Asset Creation / Custom Instagram Posts
The Tony Awards are a unique combination of artistic grit and New York glamour. In order to best demonstrate this across all platforms, The Charles worked collaboratively with The Tony Awards to develop a new creative look. Using existing assets, The Charles strategized on how to create fresh and engaging content for audiences, while expanding the brand’s new creative look across all digital touch points.