The Most Talked About Live Telecast On Social Media Ever

The 2025 GRAMMYs digital campaign successfully drove unprecedented organic conversation, helping make the 67th GRAMMY Awards the most talked about live telecast on social media ever (including the Super Bowl), and reinforcing the GRAMMYs as the premier global stage where music history is made.

The Ask: Develop a digital campaign to garner earned media for the 2025 GRAMMY Awards, driving wide-scale conversation and buzz for Music’s Biggest Night, especially amongst younger audiences. To achieve this, we developed a fan-first social content series and influencer program that embraced The GRAMMYs as a pinnacle in making artists’ and therefore fans’ dreams come true.

Strategic Positioning: “Whose Dreams Will Come True?” The event that makes artists (and fans!) biggest dreams come true.

All digital content was strategically aligned to dream fulfillment messaging, including our content series and influencer approach. This messaging not only served to create emotional hooks for narrative storytelling, but drove positive sentiment beneficial to The GRAMMYs.

The Goal: To boost cross-platform engagement with premium social content, increase awareness among 18–34-year-olds, generate over 100M video views and interactions across key platforms, and bring to life a campaign so bold and original it would be worthy of winning awards.

The Idea: While winning a GRAMMY Award is a physical manifestation of an artist’s biggest dream, fans are also deeply connected to the win. Not only do they get to celebrate in their favorite artist’s success, they become more deeply connected to their personal icons, and often broadcast and champion their support—presenting a wonderful earned media opportunity.

To build on this, we collaborated with TikTok to create a first-ever “TikTok Off The Record: GRAMMYs Edition” content series, taking a successful TikTok artist interview series format, and branding it to be GRAMMYs forward.

We enlisted influencer superfans to interview each artist as they responded to fan-inspiredquestions, underscoring the pivotal role fans play in helping artists realize their dreams.

Each interview took place in a unique location. To maintain a cohesive look & feel, we incorporated three key visual elements: our signature orange color, a fisheye lens treatment symbolizing the removable barrier between artists and fans, and a co-branded lock-up to drive live tune-in on February 2nd.

The Results:
• 980M+ total impressions
• 91M+ total engagements
• 500+ total in-feed posts
• 539+ total story posts
• 51 total artists & influencers
• $52M total social media value (SMV)

Sampling of Content:
@Teddy Swims dreamt it. Now he’s making it a reality — Link Here

✅ Step one, get nominated for a GRAMMY. Step two, @Doechii tells us everything on @TikTok#OffTheRecord#GRAMMYs Edition — Link Here

@Kehlani became a singer accidentally nbd 💅. Hear Kehlani’s story and more on @TikTok#OffTheRecord#GRAMMYs Edition— Link Here