As the world continues to adapt to new norms, a technology company faced a pivotal decision: how to transition their annual in-person event to a virtual format. Each year, this organization hosts a polyglot technology conference, celebrating the tools, processes, and people that make open-source innovation possible. With a diverse audience of designers, developers, decision-makers, entrepreneurs, and technologists, the challenge was to maintain engagement and attendance in a digital space.
A Focused Digital Strategy
To tackle this challenge, we developed a comprehensive digital strategy that primarily leveraged social media. Our campaign utilized Facebook Premium Carousel ads to spotlight various speakers and sessions, enticing potential attendees with dynamic content. Targeting was key; we focused on job titles such as Software Programmer, Web Programmer, Software Development Engineer, and Computer Scientist, ensuring our ads reached those most likely to benefit from the conference.
Given the virtual nature of the event, we expanded our geographic reach to include both domestic and international audiences. This approach eliminated the traditional travel barriers that often limited attendance, allowing us to target new attendees who were previously inaccessible. We also tapped into the client’s existing database, employing Facebook Custom Audience targeting to re-engage individuals who had attended past events.
Additionally, we launched a Display Campaign aimed at B2B professionals in specific fields, including Application and Software Development and Software Engineering. This multi-faceted approach ensured a wide reach and effective audience engagement.
Results That Exceeded Expectations
Running for four weeks leading up to the event, our campaign quickly proved successful. Within just two weeks, the client was so impressed with the engagement that they decided to double their budget to reach even more potential attendees. The campaign ultimately served 1,315,752 impressions with a click-through rate (CTR) of 0.31%, nearly five times the national average.
The result? A well-attended virtual event that not only met but exceeded expectations. Attendees were able to participate in hundreds of sessions and engage with industry leaders—all from the comfort of their homes.
Your Next Virtual Event Awaits
If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.
For more information, email support@vicimediainc.com.
