Explosive reach & engagement

Australian Women in Music Awards

What we did

Social Strategy
Content Creation
Influencer/Talent Management
Event Management
Red Carpet Activation


AWMA was established in 2018 to recognise the value and contributions of women and address the chronic gender inequality across the full spectrum of the Australian Music Industry.The inaugural AWMA in 2018 was a watershed moment for the Australian Music Industry, driving a major cultural shift across the entire sector, highlighting the achievements of women, igniting collaboration and support nationally for diverse female creatives and music practitioners across the sector. In just a couple of years, AWMA has delivered programs which have driven systemic change to make visible female First Nations and multicultural artists, women working in remote and regional communities, female producers, engineers and technicians, emerging artists, elders, leaders and music practitioners across all genres of music.

The brief

Vicki Gordon, CEO of AWMA's was looking for a dynamic approach to social media marketing by a team of experts who had music and artist marketing experience and a big network of music industry contacts.In addition, AWMA's wanted to leverage social and video trends as well as the music industry connections available through social channels like Instagram, Facebook, Linkedin and Tik Tok.

The solution

Digital Collective was the perfect collective for AWMA. Through a experienced music industry lens, Digital Collective were able to develop a ongoing social strategy to maximise audience engagement and grow their brand awareness and overall digital following.
In the first instance, we worked with AWMA to define their proposition in terms of a Nominations, Conference, Showcase + Awards Ceremony. Then we created a timeline of content that delivered the important and key messages at the appropriate time. We then ensured that all of the Nominees were utilised as part of the campaign to maximise the 'sharability' of the AWMA content and increase in brand awareness. A key strategy with AWMA is ensuring we 'countdown' to the key moments in the marketing calendar as well as utilise PR and above the line marketing photo opportunities and media moments.

Through the use of the content we created for AWMA 2022, regular team meetings, content ideation and strategic sessions, we're able to optimise our AWMA 2023 campaign.

Quick Stats

Instagram follower growth was 12.6% and Facebook reach increased by 889%

Total Engagement increased by 29%

Social followers across all channels increased by 21%

Total campaign impressions were 490K