Platform innovation · 2016 US Election The most-watched Facebook Live of its time.
With Facebook Live still brand new in 2016, UNILAD used the US Election to lead real-time social coverage, turning passive viewers into active participants with a custom-built voting tool.
The situation
Facebook Live was a new, unproven feature. The 2016 US Election was a once-a-cycle moment to own real-time coverage, if someone moved fast and made it interactive rather than just a broadcast.
What NBK did
We paired Facebook Live with Facebook's emoji reactions to build an in-house interactive voting tool: viewers reacted with emojis, which drove a live on-screen counter of audience sentiment.
We launched the moment the result broke, took first-mover advantage on the format, and promoted it hard across UNILAD's platforms, turning a passive stream into mass participation.
What we actually did.
- Bet on a new featureMoved early on Facebook Live before others saw its potential.
- Made it interactiveBuilt an emoji-reaction voting tool that turned viewers into participants.
- Timed it perfectlyLaunched the instant the result broke, capturing peak real-time attention.
- Promoted for scalePushed it across every UNILAD channel to maximise reach and virality.
The biggest moments on social go to whoever moves first. New formats reward speed and nerve, not budget.
Keep exploring.
Each engagement is a different brand and a different constraint, same operating discipline.