6,200+
People Reached: Larget Campaign to Date
The MusicianShip Hits the Right Note for The 2022 Wammie Awards
3,902
Voters Participated
794
Nominations For
The 2022 Wammie Awards
UNSDG 4: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all
UNSDG 10: Reduce inequality within and among countries
The MusicianShip
A youth development organization, The MusicianShip offers a wide range of music education programs to enrich the lives of students, their families, and the communities in which they live. On a mission to change lives by facilitating music lessons, experiences, and opportunities to benefit at-risk youth, The MusicianShip partnered with VidMob to create and deliver video content to drive awareness for a signature program: The 2022 Wammie Awards.
The Challenge
To create and deliver content to drive nominations and votes for The 2022 Wammie Awards.
The Approach
A pre-campaign analysis showed videos centered around highlighting artist performances and human presence had an increase in Video View Rate when compared to assets centered around The Wammies and the award show’s surrounding details.
Adhering to Facebook’s best practices, the VidMob team focused on:
- Frame for Mobile – Frame/size for Mobile by using vertical/square aspect ratio.
- Clear, Actionable Call To Action – Include CTA in the creative itself.
- 10 Words or Less per Frame – Keep on-screen text short, clear, and concise.
- Build for Sound Off – Ensure messaging is clear when sound is off.
- Upfront Branding – Incorporate brand identity immediately.
- Talent Focused – Introduce positive human presence and emotion in the first 3 seconds.
The Result
Largest Campaign Reach: 6,200+ people, the largest campaign to date. This reach yielded 794 nominations 3,902 voters participating
Access to New Demographics: Engaged target group identified pre-campaign: more males than females which had previously been a difficult demographic for The MusicianShip to reach
Capacity Building: By Partnering with VidMob, The MusicianShip noted it would have taken years to come up with the same resource support; the organization benefited from the intel of VidMob’s analytic tools
Creative Intelligence: By understanding video assets, the organization now deciphers preferred shots and video cuts to stand out with emotional prowess
“I’m personally elated that we had the chance to participate in this experience because it served as a crash course that really taught us how we were harming our own feeds in the pursuit of notification and engagement. Because of this partnership, we’re a sharper marketing team that’s learning how to drive content based on real, measurable KPI & demographic goals versus based on what’s easiest for us to create in our back office.“
The Creator Network
The VidMob Foundation is fueled by the active engagement of incredible freelance creative professionals on the VidMob platform. They’re some of the world’s most talented creators, and, time and again, have willingly dived in to offer their time and skills for charities around the world. No matter the size of the ask, or the significance of the cause, these creators believe in using creativity as a force for good, just as we do.
Brian Dohn
Editor
Hayley Carloni
Art Director