As Germany’s biggest influencer awards show, the About You Awards pioneered in merging digital and TV by honoring the most influential social media stars on TV. The online community casted 5 million votes to select the top 3 nominees in 7 categories. The campaign succeeded by becoming TV market leader with a 27,3 % market share among the target group plus reaching 1.5 million viewers via online live streams. In total, the About You awards reached 1.1 billion media contacts via all channels.
For the 2nd time, About You honored Germany’s most influential social media stars with the About You Awards, but for the first time the spectacular awards show has been aired on mainstream TV. A TV awards show for influencers created by an online retailer has never been done before. By selling the exclusive TV broadcasting rights to ProSieben—Germany’s market-leading channel for young viewers and one of the Top 5 TV Channels in Germany — About You was able to extend its reach within the target audience: The spectacular awards ceremony with more than 1,500 guests including chief editors, decision-makers from the digital and media industry along with over 1000 VIPs and social media personalities generated an enormous audience reach by reporting with almost 3,000 postings on Instagram, YouTube and Facebook from the show reaching more than 300 million users. Besides the airing of the ceremony, the red carpet was broadcasted live on TV and the show was shown on Instagram, Facebook, Youtube