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Digital Campaign for the 2017 #PremiosMTVMIAW

Thanks to a 360º digital media campaign, the 2017 MTV MiAw Awards were the most successful in MTVLA’s history in terms of both votes and ratings.

The 2017 MTV MiAw Awards leveraged social and editorial content to achieve the following results:

658

Million votes online

A new record and 418% more than the original goal.

+405%

Ratings increase compared to 2016.

Up 40% from the original goal.

#1 Show 

In the 12 to 24-year-old demographic in Mexico.

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OBJECTIVE

¡Ratings, ratings, ratings!

The MTV MiAw Awards are MTVLA’s biggest awards ceremony of the year. For the first time ever, the awards show was not aired live but instead was recorded and broadcast on television 24 hours later. This jeopardized the show’s ratings because there was no way to prevent information from leaking out. The client, meanwhile, also wanted lots of interaction on social media and for this to be especially reflected in the online voting.

SoluTIOn

Organic, consistent, and interactive content

The Newlink team designed a thorough campaign aimed at reaching audiences from all angles. In partnership with MTVLA, hundreds of pieces of user-interaction-focused content were arranged, including voting videos, live broadcasts with talent, behind-the-scenes sneak peeks, editorial content, and more.

Quality and quantity were both essential in this case: users had to have the MTV MiAw at their top-of-mind from the time the nominees were announced until the day of the broadcast, and everything had to have the property’s tone and look & feel. The solution was a barrage of visually impactful, fun, and sharable content.

Results

The best numbers in the show’s history

This sound strategy and non-stop effort yielded outstanding results; the numbers speak for themselves. To sum it up in one word, empathy was the secret to this campaign’s success. Adhering to the basic guidelines throughout the campaign was crucial, of course. But all of the content was conceived exclusively with the audience in mind, and the audience loved it. Happy audience = happier client.

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