The Beauty Awards 2024

Beyond the
Red Carpet:

A Year-Round Social Media Strategy
for The Beauty Awards 2024

The Brief

As the trusted agency behind The Beauty Awards, we’re responsible for more than just the event itself.

We orchestrate a year-round social media strategy that amplifies the excitement and drives engagement across all platforms.

Our scope encompasses managing all official Beauty Awards social channels: Meta, Instagram, TikTok, and LinkedIn. We develop and execute a year-round organic content calendar, ensuring consistent engagement from the awards relaunch to the event itself. This includes driving entries, encouraging public voting, and maximising excitement leading up to the big night.

Beauty Awards social media profiles
The Organic Social Story

Maintaining year-round engagement is the true art of this campaign. While the awards are a single-night event, our storytelling begins months in advance.

We meticulously craft a content strategy, defining key pillars that resonate with our audience and effectively communicate the journey of The Beauty Awards. This includes highlighting the awards process, showcasing industry trends, and amplifying the voices of key players.

With limited opportunities for dedicated photoshoots, we prioritise creativity and resourcefulness. The awards night itself becomes a crucial content-gathering moment. We also actively listen to social conversations, identifying emerging trends and gathering valuable insights to inform future campaigns and enhance the overall awards experience.

We leverage a diverse content mix, optimising high-quality video content for each platform’s unique audience. Collaborative efforts with our celebrity host, Michelle Visage, and key brand partners were instrumental in expanding our reach and generating valuable content.

Instagram Views
1 Million
Instagram Profile Visits
4.2K
Instagram Reach
594K
Instagram Content Interactions
4.3K
The Importance of Real-Time Engagement

The night of the awards presents a unique opportunity for maximum impact. With a star-studded guest list boasting a combined social media following of nearly 60 million, the potential reach is immense.

However, our work doesn’t stop when the last guest leaves. We actively monitored social media, engaging with user-generated content and celebrating the excitement surrounding the event. This included:

  • Real-time engagement: Responding to mentions, likes, and comments from guests and attendees.
  • Rapid content creation: Our team worked behind the scenes to capture and curate high-quality content throughout the evening, delivering engaging snippets of the event the following morning, which consistently drove the highest traffic of the year.
  • Identifying and capitalising on “story moments”: We closely monitored social media feeds to identify trending topics and unexpected moments that could be leveraged for post-event content.

This proactive approach ensured that the excitement and buzz surrounding The Beauty Awards extended beyond the event itself, maximising its impact and reach.

a collage of social media posts for onbrands client beauty awards
Posts from the night
283+
on Instagram & TikTok
Potential Reach
5 Million+
Combined follower count of guest list
TikTok Views
2.7 Million+
On the night and morning after

Creating stories through Vox-Pop.

In 2023, we introduced red carpet vox-pops, which proved highly successful, achieving exceptional social media metrics that surpassed any previous content.

Building on this success, we expanded our vox-pop interviews in 2024 to include award winners alongside celebrities, offering a unique perspective on The Beauty Awards from those who truly understand its significance.

@thebeautyawards

We present to you.. Our cosmetics winners! 💄Featuring @Makeup Revolution @TATTI LASHES @bBold Tan @drpawpaw.ph @Percy Pig 🫶 #TheBeautyAwards2024 #Beauty #Cosmetics #Makeup #Brands

♬ original sound – The Beauty Awards 2024

@thebeautyawards

This dose of energy from our Haircare and Grooming winners is exactly what we need right now! 👏 Watch @Beauty Works @Palmer’s @rehabyourhair @PanasonicPersonalCare and @STYLPRO by STYLIDEAS reflect on their wins with our very own @Daisy Doris May 🫶 #TheBeautyAwards2024 #Haircare #selfcare #beautybrands

♬ original sound – The Beauty Awards 2024

@thebeautyawards

And finally… Our Grand Prix winners from The Beauty Awards 2024. These awards celebrate both established household names and smaller teams making a HUGE impact. 👏 We LOVED hearing the story behind each award, and can’t wait for more next year. Special thank you to our grand prix winners @rehabyourhair @glowforitshop & @remington.uk! TheBeautyAwards2024 UKbeauty industryawards

♬ original sound – The Beauty Awards 2024 – The Beauty Awards 2024

Introducing Facebook & LinkedIn

We established a Meta account this year, giving us access to Business Manager, which provided valuable insights into campaign performance. It served as an effective landing page for Facebook ads, demonstrating the platform’s value for paid social campaigns.

Recognising the B2B focus of the awards, we created a LinkedIn page. This platform proved successful, gaining followers and generating a high number of organic impressions. The LinkedIn page not only facilitated paid social campaigns, but also provided a valuable platform for adapting social content to a B2B audience and fostering brand connections for future awards. 

Another successful year...

This case study highlights how OnBrand successfully leveraged organic social media to elevate The Beauty Awards beyond a single-night event.

Through a year-round content strategy, we crafted compelling narratives that resonated with audiences, driving engagement and building anticipation. We demonstrated the power of storytelling, showcasing the artistry and innovation within the beauty industry.

Need help with your Socials?

Want to see how we can weave your brand’s story into a captivating social media narrative? Schedule in a chat with us.