With fewer delegates than they were hoping for, IAPO came to us with a few weeks left to help them reach more of their target audiences and increase their registrations for their GPC in September 2020.
We were determined to help IAPO reach their registration targets. So we got to work on understanding their audience first, establishing where they already had a following on social media, what messaging and imagery resonated with them and making a plan to reach their current and newer audiences.
As IAPO had never attempted a campaign like this before we worked closely with their Marketing Manager and website designers to get tracking in place, enabling us to re-target potential delegates using the Facebook Pixel, and Twitter and LinkedIn Insight Tags.
Once this was ready we wanted to ensure we tested all appropriate channels fast so we could start spending their media budget in the most efficient way and as quickly as possible. This meant developing social media ad content and building target audiences for three core channels – Facebook, Twitter and LinkedIn – and testing everything in a short period of time before focusing on the best performing channels.
We established that Facebook and Twitter were the most cost effective channels for this campaign and focused on Twitter to grow awareness and engagement, with Facebook becoming the core source of registrations. Content that worked best included images of speakers, were somewhat emotive, and spoke of the sessions on offer.