65 Million Views across our platforms
This single piece of content became the most viral reel in Ireland in 2024, featured on Joe, LadBible, Upworthy, and numerous other media outlets. Its success earned us a spot as one of the top 100 creators in the UK, recognised by the BBC, and secured the prestigious Best Content Creator award at the NI Social Media Awards.
BRIEF
The activation was designed to celebrate community spirit in Belfast by transforming an everyday city-centre setting into an unexpected red carpet experience. The objective was to create a feel-good, highly shareable moment that showcased the warmth, humour and personality of local people, while elevating Inspiring Belfast’s brand presence through emotionally resonant content with viral potential.
ACTIVATION
Inspiring Belfast installed a red carpet in the heart of the city, inviting members of the public to step into their own “celebrity moment.” Passers-by were encouraged to walk the carpet, embrace the spotlight and engage with the experience in their own way. This resulted in spontaneous, joyful and often humorous interactions.
The simplicity of the concept was key to its success. Authentic reactions and unscripted moments were captured in a dynamic, social-first format optimised for TikTok, Instagram and Facebook, ensuring maximum emotional impact and shareability.
IMPACT
The red carpet video achieved 65 million views across platforms, establishing it as a breakout viral moment. Engagement metrics included 5 million likes, 200,000 saves, 20,000 comments and 40,000 shares. This demonstrated exceptional audience resonance and interaction.
The activation also delivered significant audience growth, generating 45,000 new TikTok followers, 10,000 new Instagram followers and an additional 30,000 Facebook followers.
Content traction extended beyond owned platforms, earning coverage from major publishers including JOE.ie, LADbibleand Upworthy. Public figures such as Jason Derulo further amplified reach by sharing the content with their global audiences.
