Emmy and Creative Arts Awards Campaign

Challenge
The Television Academy wanted to extend the excitement of the Emmys beyond the broadcast, giving fans a real-time, behind-the-scenes experience that felt personal, inclusive, and interactive.

Strategy
I led multi-platform live social media coverage, providing fans with front-row access to red carpet moments, backstage insights, and exclusive behind-the-scenes content. My approach combined strategic coordination with innovative platform use to maximize engagement and reach.

Execution

• Ran a team of 5 volunteer social media contributors to cover the awards show in real time.

• Managed all social content leading up to the show, coordinating with Facebook, Instagram, and Tumblr to amplify coverage across platforms.

• Set up meetings with the Academy marketing team to understand each platform’s capabilities and optimize the content strategy.

• Secured the Twitter mirror for the show, enabling celebrities to live-tweet photos and write directly on images during the event.

• Produced and scheduled real-time posts across Twitter, Facebook, and Instagram for both the Primetime and Creative Arts Emmys.

• Managed live Q&As, fan shout-outs, and interactive polls, keeping audiences engaged and participating throughout the broadcast.

• Maintained a consistent, polished brand voice while tailoring tone and format for each platform.

Results

• Reached millions of fans worldwide who couldn’t attend in person.

• Boosted engagement with real-time spikes during red carpet arrivals and winner announcements.

• Strengthened the Television Academy’s digital presence and positioned the Emmys as a leader in live-event social storytelling.

• Demonstrated the impact of coordinated, team-driven social media coverage and innovative platform use for high-profile live events.