In our recent 2024 Africa Movie Viewers’ Choice Awards (AMVCA) analysis, we dissected the event’s digital footprint to extract actionable insights. Our comprehensive report encompassed engagement metrics, sentiment analysis, top-earned posts, content performance, and strategic recommendations, serving as a blueprint for brands to refine their market approaches.
Our analysis uncovered how brands tapped into this energy, not just as spectators but as strategic players. ImpressionON compiled key themes and statistics for 5 leading brands like Amstel Malta, Heineken, Goldberg, Tiger Beer, and Legend Twist, across key AMVCA moments, Cultural Night, Awards Night, and After Party, providing valuable insights into their performance. The data includes reach and engagement metrics, sentiment analysis, top-earned posts, and earned media reports. In total, the brands recorded 31 million impressions, 37.3k engagements, and a reach of 723.6k.
Brand Activations and Strategic Insights
1
Martell
Transformed sponsorship into cultural currency via Wande Coal’s performance + influencer-generated FOMO.
2
Onga
Turned jollof rice into 140K engagements with nostalgia-driven “Onga Village” activations.
3
Hypo
- Converted “Best Dressed” contests into 4.9K UGC posts through real-time incentive engineering.
- Through strategic sponsorships and engaging contests, Hypo effectively increased brand visibility and audience engagement during the AMVCA event.
4
Supa Komando
By sponsoring both the cultural night and the awards after-party, Supa Komando ensured continuous brand presence throughout the event, reinforcing its market positioning.
Key Learnings and Strategic Recommendations
Key Campaign Metrics
Total Reach
Total
Owned
Earned
Total Engagement
Total
Owned
Earned
Total Impressions
Total
Owned
Earned
Channel
Engagement
1k
32.5k
3.8k
Reach
26k
593k
30.3m
- Amstel Malta was the official sponsor of the 2024 AMVCA, sponsoring the Best Overall Movie category and driving fan engagement with a Get Ready With Me (GRWM) contest with fans. The brand amassed over 7 million reach across Instagram and Twitter and generated more than 300 organic posts in earned media. Amstel Malta recorded a total reach of 9.2 million and 2.7k engagements.
- Goldberg spotlighted cultural expression by sponsoring the Best Indigenous MNET Series and collaborating with Kelechi Amadi-Obi on an experiential photo booth. The brand sparked conversations, earning over 450 user-generated visuals and a reach of more than 5 million across Instagram and TikTok. Goldberg recorded a total reach of 13.2 million and 29k engagements.
- Tiger Beer leveraged the Cultural Night and After Party. It sponsored the Multichoice Talent Factory Movie with a ₦1M prize, hosted the “Best Rawr Outfit” contest with a ₦500K reward, and featured Liquorose. The campaign achieved over 9 million reach and 600+ shares, reposts, and remixes. Tiger Beer recorded a total reach of 9.4 million and 5.2k engagements.
- Legend Twist sponsored the Best Digital Content Creator award and activated on-ground during the Awards Night. The brand generated over 2 million in reach and 120+ earned media moments. Legend Twist recorded a reach of 8k and 90 engagements.
Brands that participated
Cultural Day
Awards Night
After Party
Key Market Insights for Brands
- Consumer Energy Peaks in Cultural Moments: The Audience, especially Millennials and Gen Z, were not just watching the show; they were participating in it. They created engaging user-generated content from fashion reviews to meme drops and winner predictions. Brands that entered these conversations organically saw significantly better traction than those that just placed logos and TVCs on screens.
- Strategic Timing is Everything: Social conversations peaked during red-carpet moments, big wins, and musical performances. Brands that deployed activations, influencer engagement, or content in these windows earned the most attention. It wasn’t about being loud; it was about being timely.
- Relatable Creators Drove More Engagement: Interestingly, micro-influencers and fan communities outperformed even some of the most prominent celebrity posts regarding engagement. Why? Their communities and fan base drove the conversations. Brands that partnered with diverse creators across tiers enjoyed more visibility and engagement.
- Visual Content Was King: Behind-the-scenes videos, red-carpet highlights, and culturally relevant memes. Brands that leaned into visual storytelling saw higher engagement rates and better brand recall than those that didn’t.
At ImpressionON, we help brands do exactly that. Through real-time social listening, trend mapping, and audience insight tools, we empower brands to:
1
2
3
4
The future belongs to the brands that show up, listen, and connect authentically.