Golden Globes: Bringing a New Generation to the Red Carpet Through Social-First Storytelling

The Ask: Reignite excitement for the 80th Golden Globe Awards with a social-first campaign designed to connect with Gen Z, spotlight diversity, and make the show feel relevant, accessible, and fun—while staying true to the glamour of Hollywood’s biggest night.

The Strategy: To modernize the show’s presence and drive engagement, we launched a creator-led content campaign leading up to and during the awards. Instead of a traditional media approach, we leaned into influencer voices, curated moments for native social storytelling, and prioritized video-first formats. Our goal: create buzz, amplify tune-in, and reach a new generation of viewers.

The Execution: We tapped Amelia Dimoldenberg (host of Chicken Shop Date) to bring her signature awkward charm to the red carpet. She interviewed celebrities in real time for TikTok and Instagram, creating instantly viral content. We also invited creators like GirlBossTown, HelloTefi, and Matt Friend to produce live content from the carpet—offering a fresh, creator-first lens on a legacy event.

The Results
• 415M+ total impressions
• 125M+ total engagements
• 30% engagement rate
• 182M total video views
• 1,443 social posts
• 18M reactions
• 100K total link clicks

Earned Media: Amelia and Andrew Garfield’s playful interview alone captured millions of views, with headlines from BuzzFeed, The Guardian, Forbes, Mirror UK, and more—proving the power of blending entertainment with unexpected, creator-led storytelling.

🏆 Logo Development
🏆 Creative Direction and Campaign Guidelines
🏆 Live Event Strategy, Creative Development, and Community Management
🏆 Influencer Campaign