AWMA Conference & Awards
Milestone Creative Australia led the event marketing strategy and management, creative and social media for the Australian Women in Music Awards (AWMA) Ceremony & Conference. The campaign - all organic - delivered a reach of 20.4 million, showcasing the impact of an engaged community.
Services
Event Marketing Strategy, Sponsorship & Partner Management, Stakeholder Marketing, Content Strategy, Social Media Content & Community Management, Creative & Design, e-marketing, Ticketing Support, Publicity. Onsite Celebrity Carpet Media, Photographer Management, Front of House, Vox Pops and Socials.
2025
[ View Website ]
Approach
With no paid advertising spend, Milestone delivered a fully integrated organic event marketing campaign; encompassing strategy, campaign management, content and social media, industry, sponsor and stakeholder management and marketing, eDM content plans, publicity and ticketing support for the eighth AWMA Ceremony & Conference.
Event Marketing
Our targeted event marketing strategy was designed to boost attendance for two events – the AWMA Ceremony & Concert and the AWMA Conference – through the incredible support of industry, sponsors and networks, across all areas of the Australian music industry.
20.4M
Total Eyeballs
15%
Attendance Increase
8 Months
Campaign Length
Publicity
Eight media releases with coverage across print (e.g. Scenestr Magazine), radio (e.g. ABC Radio across NSW & QLD, Triple M, 4ZZZ), digital articles (e.g. The Music Network, The Music, The AU Review, The Daily Telegraph), and television (e.g. The Project, ABC TV Breakfast, 7News, Today Extra). We managed interviews with board members of the Australian Women in Music (AWM), performing artists, finalists and delegates. Our team managed onsite publicity, including interviews on the AWMA Celebrity Carpet, and crisis comms planning.
14.9M
Total Eyeballs
61
Media Hits
8
Media Releases
Social & Content
1.6M organic impressions were generated on socials – the strongest-performing content included advocacy pieces, standout performances, and “New Music Friday” talent highlights. The team achieved several viral moments through timely and relevant content, aligned with AWMA audiences and trending conversations. This included addressing the number of female performers at music festivals and the Triple J Hottest 100 of Australian Songs, which garnered significant conversations and engagement among new and existing audiences.
Milestone’s social team managed onsite content capture and live posting for the Conference and Awards Ceremony, Concert & Celebrity Carpet. This included live posting of Award recipients, wrangling talent and filming vox pops on the Celebrity Carpet, plus finalists, competition winners, speakers and attendees. We developed a post-event series called “Gender Equality – In Their Own Words” that highlighted interviews with Missy Higgins, Kate Millier-Heidke, Little Pattie, Sarah Hanson-Young and ixaras.
Overall, impressions, engagement and followers surged, with Instagram followers growing by 20.2%, TikTok followers by 389.3%, and LinkedIn followers by 18.7%.
1.6M
Impressions
20.2%
Instagram Growth
389.3%
TikTok Growth
Design
The design brief was to maintain the existing brand identity and apply it across a suite of digital and physical assets. From bold event branding to social content and splitting the beautifully crafted programs into two unique pieces for the first time – the Conference Program and Awards Guidebook showcased and celebrated the creativity and impact of women, First Nations, and gender-diverse artists across the Australian music industry.
FEMALE. first nations. gender-diverse music. youth. legacy.
leadership. Conference. awards.ceremony.concert.live performances.
