Shareablee conducted an analysis of The Academy Awards’ biggest moments on social, as well as the show's sponsors and advertisers to see which of these brands showed stellar social performances during the awards show on February 22. Last year, Ellen DeGeneres took the social universe by storm with her Oscars’ selfie; but this year, Lady Gaga's performance of a medley of songs from "The Sound of Music" dominated on social. ABC, which aired the awards show, received over 8.4M views and 340K social actions on their Facebook post containing a video of the performance.
AARP, Disney and Samsung Mobile were among the top social performers, and their social best practices can be viewed below.
- Know Your Audience
AARP achieved social success by posting about actors over the age of 50, their core audience demographic. The brand’s top socially engaged posts guessed what Meryl Streep would be wearing, and congratulated J.K. Simmons on his first Oscar win at the age of 60.
2,375 Likes | 126 Comments | 161 Shares
14,531 Likes | 466 Comments | 642 Shares
- Tie Products with Events
Sponsors like Samsung Mobile USA and JCPenney gained social traction on their Facebook posts tying in the Oscars’ theme. Samsung’s video post promoted the Galaxy product line and related their products to filmmaking, while JCPenney took the opportunity to create a contest for charity, Oscars® Play to Give
737 Likes | 9 Comments | 18 Shares
149 Likes | 1 Comment | 17 Shares
- Social Video Wins Again
The Academy Awards’ social accounts received over 977K actions across social, with social video dominating their Facebook account. Posts featuring the opening number and Oscar winners’ speeches and winning moments captured the majority of The Academy’s Facebook engagement. Their top three video posts brought in nearly 10M views.
110,331 Likes | 4,556 Comments | 94,347 Shares
71,523 Likes | 1,783 Comments | 22,579 Shares
46,855 Likes | 2,221 Comments | 18,005 Shares
- Convey a Sense of Brand Community
Among the show’s sponsors and advertisers, Disney came out on top with their posts congratulating the teams that brought in the brand’s two wins: Big Hero 6 won Best Animated Feature Film and Feast was awarded an Oscar for Best Animated Short Film.
35,882 Likes | 476 Comments | 1,751 Shares
28,117 Likes | 278 Comments | 991 Shares