Overview of this campaign

VG-Lista topp 40Feat You was created to achieve three key objectives: increase engagement among younger audiences, reinforce VG’s position as Norway’s leading media house and drive attendance for the VG-Lista Topp 40 concert.

1. Strengthening VG’s Position Among Youth (15-24 years old):

• Establish VG-Lista as the most influential music brand in Norway by creating an interactive talent competition.

• Boost brand affinity by associating VG with aspirational and career-defining opportunities for young artists.

2. Driving Digital and Physical Engagement:

• Generate 4,000 engagements for the competition, creating an organic pipeline of user-generated content.

• Utilize TikTok and VG’s platforms to increase interaction, voting, and visibility.

• Maintain high audience retention throughout the campaign, ensuring participation from start to finish.

3. Enhancing Concert Attendance and Brand Visibility:

• Use Feat You as a driving force to boost attendance at the VG-Lista concert in Oslo.

• Reinforce VG’s identity as a major influencer in live music experiences through heavy promotion across VG’s media channels.

• Ensure economic sustainability by securing sponsorships and media partnerships to support the event.

Through a combination of PR-driven strategies, influencer collaborations, and strategic digital distribution, the campaign aimed to create deep engagement while demonstrating VG’s continued commitment to the music industry and its audience.

Results for this campaign

VG-Lista Topp 40 Feat You delivered outstanding results, surpassing expectations across engagement, digital participation, and brand impact.

 

1. Audience Reach & Engagement:

• 76% brand awareness among the 15-24 age group, significantly up from previous years.

• 94% attention rate among those exposed to the campaign, outperforming traditional TV distribution.

• 61M+ digital impressions across VG’s platforms, TikTok, and partner channels.

 

2. Participation & Digital Success:

• 490,000 live viewers of the VG-Lista concert via digital streaming, exceeding expectations.

• 1.7M likes and 5,400+ comments on TikTok campaign posts.

• Increased time spent on VG’s platforms, with 300,000+ streams on VGTV.

 

3. Impact on VG’s Brand Perception:

• 70% brand attribution for the event, up from 60% in previous years.

• 76% positive brand sentiment, exceeding the target benchmark.

• 33% increase in motivation to use VG, the highest recorded to date.
  
  

4. Event Attendance & Economic Impact:

• 50,000+ attendees at the VG-Lista concert, breaking previous records.

• Significant sponsorship engagement, covering costs and contributing to economic sustainability.

 

Overall, VG-Lista Topp 40 Feat You successfully activated a new generation of VG users, reinforced VG’s authority in music entertainment, and demonstrated the power of digital-first engagement in modern media events.

 

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory