Hearst Media

Hearst Media

Cosmopolitan Influencer Awards


We worked with Cosmopolitan, an established legacy media brand, to become relevant to a social-first audience. Cosmopolitan Influencer Awards were in their second year, and the event needed to generate earned media coverage to help ROI and coverage for sponsors.


Our strategy was to populate the event with more media-worthy hooks and tactics to generate earned media coverage while creating a POV for the brand on the booming ‘professional influencer’ sector. With these foundations in place, the team drove coverage through impeccable media relations.


W alighted on several classic award-show tropes and reimagined them for this event, resulting in appointing an Instagrammer-In-Chief to replicate the job of a ‘Diary photographer’ strategically cast from the world of influencers for authenticity. This idea drove a considerable level of social reach through pre, during, and post-event content.

W grouped a section of the award nominees and placed a group feature ahead of the event with MailOnline, using the angle W had developed around the ‘professional influencer’ highlighted by the upcoming Cosmopolitan Influencer Awards.

W managed the talent on the night to ensure editorially valuable imagery and stories was available to media the next day, generating showbiz coverage in national news media.