WMX's Award-Winning Content Helps Brands Authentically Connect to Fans

quotSuccessful branded content does not need to have an overt call to actionquot said Amy Matoian Ninomiya Senior Research Director WMX quotAligning a brand with a specific theme talent or topic that resonates with the target audience can be just as effective for a brandquotWMX has already been honored for its success in the branded content space with several awards and nominations across the industry including Cannes Lions Clios DampampADs Webbys and OMMAs as well as Digiday Content Marketing and ThinkLA awardsquotThese awards have proven our ability to create highquality custom content that cuts through the noise in a meaningful wayquot said J Lucy Wallace Tauber Creative Director WMX quotCreative awards can help an agency recruit top talent and that talent in turn can impact the quality of service your campaign receivesquotWMX39s ownedandoperated properties include UPROXX HipHopDX Songkick and Cover Nation which altogether reach more than 269 million monthly unique visitors garner nearly 57 billion monthly video views and seen by more than 130 million monthly viewers across social mediaTo build campaigns for brands like Cinnamon Toast Crunch TMobile Instagram TracFone and Trojan WMX first turns inwardquotThe internal creative studio team in partnership with our research strategy and account management teams develops awardwinning branded content concepts guided by cultural insights and proprietary audience information that elevate our brand partners and entertain our audiencesquot said Kurt CampbellAnderson Head of Studio at WMX quotThe content we create is aligned with cultural moments and trends created by influential directors and producers We leverage our direct access to Warner Music Group artists and taste makers from our vast networks to provide solutions and incite dialogue around the issues that matter most to the next generationquotFor example for their Cinnamon Toast Crunch brand campaign WMX partnered with pop punk band Meet Me the Altar to create a fresh and interactive music video to the group39s song quotWake Upquot set in the colorful quotCinnaversequot that featured the cereal and quotCinnamojisquot WMX selected Meet Me the Altar for the campaign because of their music style and energy as well as their appeal among a young diverse audienceThe campaign was featured on UPROXX and splashed across social media including on the band39s own YouTube channelIn partnership with Instagram WMX worked with creative director Nico Poalillo to produce quotThe New Normalistsquot The campaign featured three diverse creators a dancer a fashion designer and a violinist and told each of their stories in short beautifully produced videosquotInstagram was looking for a way to connect with Gen Zquot said CampbellAnderson quotSome 92 of our audience agrees that UPROXX keeps them in the know about all things culture So we leveraged this cultural authority paired with our awardwinning content studio and unparalleled scale to show the world that Instagram is where we push culture forwardquotThe New Normalists campaign went on to be a Webby Award Honoree in the Diversity ampamp Inclusion categoryWMX also launched a campaign with TMobile called quotWay Out Livequot that took a few of its musical artists and set them in remote and beautiful locations to perform a live show The campaign39s goal was to prove the power of TMobile and its ability to reach even the most remote locations with 5GAnd for Tracfone which looks to attract thrifty Millennials WMX engaged with its artists including Nashvillebased singersongwriter Morgan Evans to create an interview series called quotOn Repeatquot in which musicians discussed their own DIY approaches to style and fashionAuthentically tapping into its artists39 diverse passion points helps WMX connect artists brands and fans said Stefanie Polsinelli Vice President of Global Sales Marketing ampamp Brand Strategy quotWe39re able to tell a story through the lens of the artist while also leveraging our publishers39 trusted editorial voices to connect and engage on a deeper levelquotquotWe create content that prioritizes the audience39s experience while also working hand in hand with our brand partners to ensure that we are adhering to brand guidelines integrating product in an organic way thematically aligning with brand pillars and working with talent that is an accurate reflection of the brand39s goalsquot said TauberCampbellAnderson added quotOur access to talent ownership of a dynamic media ecosystem covering a wide range of genres and audiences an inhouse production studio and robust creative team enable us to provide significant promotional platforms for brands while also remaining authentic to all of our brands39 voicesquotPaige Albiniak contributed to this articleClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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