Driving the 2023 Oscars Strategy

Overview: 

For the 2023 Academy Awards, the goal was to build excitement around the award show on the website, elevate awareness about the nominees, and drive video views towards the Oscars video flight goal. To ensure we consistently stayed on goal through the sponsorship flight, I set up custom SQL reports and shared semi-automated progress updates with cross-team owners every two days.

My Role:

For the event, my key responsibilities were to create campaigns, recommend the Oscars video view goal, set up metrics reports, drive team brainstorms, work with partner teams, plan the content mix rollout, and drive the UX experience for the Oscars landing page on IMDb.com. The content mix featured a mix of new and previously engaging editorial list concepts that were launched in three phases: Lead up, Night of (Live coverage), and post-event. 

I evolved the UX experience through the flight, prioritizing topics that movie fans and partner teams were most interested in. I wrote headlines/blurbs, created campaign face outs, rearranged campaigns via Amazon's enterprise content management system (CMS) and copy edited team inputs. Samples of a few campaigns I worked on and the Oscar's landing page are included below :

1.Our Favorite Oscar Party Photos

2.Oscars 2023 trivia: 14 facts about the nominees

3.Oscars Red Carpet: All the Best Photos

The Outcome:

My strategy to build targeted and custom video placements across the homepage, name/title page, and special section, during the sponsored flight, contributed to overall video views exceeding the Oscars video views goal by 109%. Another win was, the core editorial feature I recommended in the content brainstorm, drove +46.1% y/y page views compared to our core editorial feature from last year.