Australian Women in Music Awards (AWMA) 2025

Milestone Creative delivered an 8-month organic marketing campaign for the 2025 Australian Women in Music Awards (AWMA) Ceremony & Conference
Milestone delivered a fully-integrated event marketing campaign, spearheading the strategy, creative, and social media, relying on organic channels and outreach with no paid advertising spend.
We also managed sponsorship, partner & stakeholder marketing, content strategy, social media, community management, creative & design, email marketing, ticketing management, publicity, and managed onsite celebrity media, teams of photographers, front of house, vox pop interviews and live announcements across socials.
The campaign delivered a staggering reach of 20.4 million, increased Awards Ceremony attendance by 20%, and increased Conference attendance by 8%.
The 2025 AWMA publicity campaign reached 14.9M eyeballs. Eight media releases with coverage across print (e.g. Scenestr Magazine), radio (e.g. ABC Radio 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 Australian Women in Music (AWM) board members, performing artists, finalists, and delegates. We managed onsite publicity, including AWMA Celebrity Carpet interviews, and crisis comms planning.
We reinvited AWMA’s social channels, focusing on growth and engagement - the output was a staggering 1.6M organic impressions with the strongest-performing content including advocacy pieces, standout performances, and “New Music Friday” highlights. Our social-led campaign #NominateThem, resulting in a 56% increase in nominations.
Viral social moments were achieved through relevant content aligned with AWMA and trending conversations including the number of female performers at music festivals and Triple J’s Hottest 100 of Australian Songs, which garnered over 3,500 likes, 358 comments and 1,475 shares.
Milestone managed onsite content & social media across the Conference, Awards Ceremony and Celebrity Carpet, including live capture and posting Award recipients, filming celebrity vox pops, capturing finalists, competition winners, speakers and attendees. We developed a post-event content series “Gender Equality - In Their Own Words” highlighting interviews with Missy Higgins, Kate Millier-Heidke, Sarah Hanson-Young and more, creating a lasting legacy and supporting AWMA’s strategic vision.