00:00It's about to go down.
00:03The SAG Awards are an exciting moment for actors to recognize their peers for
00:08their most outstanding performances.
00:10But in the midst of a highly saturated awards season,
00:13it's become increasingly challenging to be recognized and to maintain tune in.
00:18Knowing that women's viewing habits have changed and that they're looking for
00:22ways to get closer to the live experience of awards shows,
00:26Refinery29 and TBS teamed up to invite them to join us on the red carpet.
00:30Through a first ever live social and digital pre-show video streamed on Facebook
00:34live where millions of women could like comment and interact in real time.
00:39Using our non-traditional female first approach to content,
00:42we created cultural relevancy with women and got them excited to tune in to the SAG
00:47Awards live.
00:49We launched the campaign with a series of editorial sponsorships,
00:53co-branded media and strategic social distribution to drive awareness and
00:58spark curiosity about the SAG Awards and our Facebook live coverage during the two weeks
01:02leading up.
01:03I'm loving this velvet number.
01:05We then rolled out SAG-O-Grams, which featured quotes from some of our favorite female stars
01:10and provided education about the SAG Awards through a female empowerment lens.
01:15We also launched a full-day Snapchat Discover editorial takeover using short, snackable games
01:22that teased out fun facts about the SAG Awards.
01:25When the official night arrived, our audience was more curious and eager to view the show
01:29than ever before, so we invited them to join us on the red carpet.
01:35Refinery29 and TBS hosted a Facebook Live pre-show, Carpet DM.
01:39We are live right now at the red carpet here at the Screen Actors Guild Awards.
01:45Featuring our two whip-smart and style-savvy hosts, Emily Curl and Ariana Davis.
01:51This video ran globally across Refinery29's sites and social channels in the US, UK and Germany.
01:58And women everywhere joined us, tuning into the video, asking questions about the stars,
02:04and interacting with our editors in the comments feed.
02:07To add a final layer of fun to the experience, we welcomed the stars into our fully immersive
02:12studio photo booth where they showcased the multidimensional sides of both their inner and outer styles
02:18and posted to their social channels for their fans and followers to see.
02:21The Refinery29 and TBS SAG Awards coverage garnered 28 million content views, 1.6 million Facebook Live video views,
02:33over 310,000 engagements across social, and 322 million seconds spent on our special SAG Snapchat Discover Edition.
02:44Together, Refinery29 and TBS delivered a fresh, new, and exciting look at the SAG Awards.
02:50Refinery, I read your articles!
