It was important to understand IAPO’s influence and network in the Africa region, as well as their objectives, audiences and key messages as starting points for the campaign.
During initial discussions it became apparent that as IAPOs networks, and the networks of partners in the region were substantially smaller than for previous events, it was particularly important to build brand awareness, and therefore trust with newer audiences quickly as well as double-down on marketing to existing contacts in the region.
We did this by working on both organic and paid content in tandem, re-targeting potential delegates using Facebook Pixel, especially those who had engaged with posts on social media and visited the website in recent months.
From previous campaigns such as the GPC and APPC we had learnt that Facebook was the best place to reach the audiences they wanted to reach and at a lower cost than alternative platforms, such as Twitter and LinkedIn.
We were also aware that images of speakers, emotive images, and content that spoke of the sessions on offer proved most popular for previous campaigns, so we particularly focused on this. However, testing and learning is an important part of the process, so we kept an open mind throughout.
As registrations came in we worked with IAPOs marketing team to keep a close eye on the quality of registrations – tweaking audiences and messaging accordingly.
Not only did we help them increase registrations substantially, exceeding their target by 71%, we also helped them engage their networks and build bigger followings on their channels. For example their Facebook page saw an increase in followers of 34% in less than a month.
We love supporting IAPO to deliver their important work to connect healthcare workers during this critical time and are excited to continue working with them for upcoming events.