How creators took the BET Awards beyond the broadcast.
Paramount / BET
ServicesCreator strategy · Program operations · Measurement
For fans watching the BET Awards through social feeds, a creator’s interview could be their way into the show. Paramount wanted more of those entry points while keeping editorial decisions and budget in its own hands. INGENIUS ran the creator program around Media House.
The broadcast had its own point of view. Creators brought another. An interview from the couch at Media House gave fans a conversation they could pick up and share in their own feeds. Our job was to bring in people who could carry that conversation beyond the room.
INGENIUS handled creator sourcing, negotiation and reporting. Paramount’s team approved the plan and the spend before it went live. That division of work mattered during awards week, when a brand team needs to know who is speaking on its behalf and creators need time to cover what is happening.
The prior year produced 25 unique video assets. This program produced 1,733. That count tells us how much coverage the team made possible. Cumulative views tell us how often that coverage was watched, including repeat views. Together they gave Paramount a way to assess what its creator investment delivered beyond the telecast.
See the reported program results →