Top Trending at the Golden Globes
Kevin Spacey, Benedict Cumberbatch, Jared Leto, hosts Tina Fey and Amy Poehler, and George Clooney, were trending topics on Facebook and Twitter during the Golden Globes on January 11.
Kevin Spacey’s first Golden Globe win, after being nominated eight times over the years, made him the most buzzed topic on social for the night. The congratulatory tweet and Facebook post by the House of Cards account brought in nearly 310K social actions. For an additional boost, posts by the AARP and the Golden Globes about Kevin Spacey’s win were also top performers on awards evening.
Entertainment Weekly’s post about Benedict Cumberbatch’s photobomb of Meryl Streep and Margaret Cho was the second-highest engaged tweet, bringing in over 8K total Twitter actions.
Several stars on the red carpet called out and wore reminders of Je Suis Charlie to show their support of Sunday’s march in Europe after the Paris tragedies. Jared Leto’s Facebook post using #GoldenGlobes and mourning for the victims of the Paris and Boko Haram attacks brought in over 79K total Facebook actions.
Tina Fey and Amy Poehler’s opening monologue was also trending on social, especially their jokes about George Clooney. Buzzfeed and the Golden Globes’ social posts addressing this captured over 70K actions on Facebook and Twitter. George Clooney, who was awarded the Cecil B. DeMille Award, drew social engagement on his own as well, with top performing social posts featuring photos of George and Amal and George’s tribute to his wife during his acceptance speech drawing in over 120K actions across social.
Finally, Lana Del Ray, Lorde, Quevenzhané Wallis and the Orange is the New Black ’s cast captured major social attention for their red carpet looks, with over 100K total actions across Facebook and Twitter.
Brand Placements
L’Oreal Paris also made a huge splash on the Golden Globes red carpet with branded real-time shoppable GIFs . The brand set up a digital hub to release social content containing L’Oreal Paris-branded products matching looks of celebrities as they walked down the red carpet. The effort brought in nearly 25K actions across Facebook, Twitter and Instagram. Including its follow-up posts the next day, L’Oreal Paris captured close to 90K total social actions, the largest amount of social engagement in a given day that they have received since November 2014 The clever campaign illustrates that a heavily integrated, real-time social strategy can pay off with a spike in audience engagement across social platforms.
Tiffany & Co. saw great success in calling out stars wearing the brand’s jewelry on the red carpet. Social posts showcasing these looks, along with posts linking the awards show to its Tiffany Masterpieces collection, captured over 300K total social actions. 90% of this engagement came from Instagram, further demonstrating the platform’s power. In 2014, Instagram grew 136% though only 30% of US brands have an Instagram account, indicating a significant opportunity for brands to expand their reach and activate their audiences through this channel.
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