09 Jul 2020 AMEC Awards: And the winner is…
We love it when clients like YouTube and IBM bring us complex, hairy challenges. It pushes us to create groundbreaking approaches and stretches our small, but mighty team. Yesterday, we attended the virtual 2020 AMEC Awards and brought home five wins.
Check out the work from our award-winning teammates:
Methods+Mastery & YouTube – Bringing Coachella to the World
WINNER: Best use of measurement for a single event or campaign – SILVER
You’re nine years into one of the world’s biggest livestream partnerships. The second year of your backstage artist lounge. The first year since the launch of your new streaming music app. If you’re YouTube, how do you make your Coachella Valley Music and Arts Festival partnership and livestream the most unforgettable yet?
YouTube partnered with Methods+Mastery for business intelligence, audience analysis, goal-setting, and comprehensive post-event reporting for their largest and most intrepid music activation of 2019.
YouTube’s Coachella partnership represented the most successful music social activation in YouTube Music history. The insights developed from Methods+Mastery research informed a wildly successful strategy and directly impacted overall social messaging, CTA and brand awareness tactics to capitalize on fans at home tuning into the livestream.
Further, M+M insights helped to inform which artists, fanbases, genres, geographic locations and performances were featured in @youtubemusic social content, including BLACKPINK, Billie Eilish and more.
Methods+Mastery & IBM – Using machine learning to create a Buzz
WINNER: Most effective planning, research and evaluation – GOLD
WINNER: Best use of new technology in communications measurement – SILVER
IBM recognized the need for deeper insights to create more meaningful content for their audience. Social media enables IBM, a B2B enterprise, to make human-to-human connections, and deeply understanding communities allows the company to create audience-centric content.
IBM partnered with Methods+Mastery (M+M) to develop The Buzz, a trends report powered by M+M’s own clustering technology to analyze what tech communities really care about on social. The Buzz has been instrumental in inspiring IBMers to identify communities, topics and themes they may have been overlooking, to create content that is more culturally on-point, timely and most importantly, on-brand.
Trends identified in The Buzz directly inspired and informed high-performing social content and broader marketing activations.
Methods+Mastery & YouTube – Understanding the Influence of Artist Advocacy
WINNER: Best use of social media measurement – GOLD
WINNER: Innovation award for new measurement methodologies – SILVER
YouTube Music partners with hundreds of artists each year, using their massive social reach to promote the artist’s songs, albums, and music videos – in turn receiving the artists’ advocacy for the YouTube Music app. Enforcing artist reciprocation of YouTube Music marketing efforts is critical in delivering return on its partnership investments.
YouTube turned to Methods+Mastery to quantify the health of artist marketing relationships to drive better ROI. M+M developed a real-time dashboard to measure the impact of artist advocacy in social media, identify opportunities to improve partnerships, spot high-potential future partnerships, and measure the strength of competitive relationships.
The YouTube Music Artist Engagement Reciprocation Dashboard quickly became a pillar for strategy and decision-making within the Artist Marketing team and YouTube Music organization. The team can now act on insight, instead of spending their time trying to track and hold artists accountable.