Turning followers into attendees with a powerful marketing campaign
Sustainable Brands®, the premier global community of brand innovators, gathered in Australia for the first time in June 2016. For the past 10 years, the organisation has been organising conferences, workshops and webinars worldwide to connect professionals from different sectors to shape the future of commerce worldwide. Their focus is bringing attention to understanding and leveraging the role of brands in shaping the future applying the know HOW methodology to shift business towards a more flourishing sustainable future NOW.
With the inaugural Australian conference - Sustainable Brands Sydney 2016, the organisation was looking to expand its global presence, particularly in the Asia Pacific region. With a lead time of just four months, Sustainable Brands needed to provide high visibility to the event and quickly increase its brand awareness in the country.
The organisation had a strong social media presence of 77,555 Twitter followers and 17,782 Facebook page likes, however Australians only represented a small percentage of those numbers.
Sustainable Brands needed a strategic partner that could devise a solid marketing strategy with locally targeted content that would reduce the awareness to purchase time frame for potential attendees while promoting the brand’s agenda.
Solutions & Results
MCI Australia applied our content and digital marketing solutions to design and implement a brand awareness campaign: through traditional media outlets and through the social media network Facebook.
After defining the target audiences - executives and senior managers across a variety of sectors - the team created engaging programme specific content in short and easy to digest formats. The content was then distributed through Facebook ad campaigns.
Providing the needed reach and visibility, the social media campaign also redirected followers to a series of landing pages. The pages included downloadable case studies and learnings specifically designed for the target audiences with a call-to-action to capture leads. The leads were then followed up with an email marketing campaign sent prior to the event which included curated content around the brand’s agenda and prompted them to register for the conference.
The Facebook ad campaigns reached a total of 46,530 people over 16, resulting in 294 Facebook page likes in just four months and generating 220 delegate registrations.Download the PDF
“Our mission with Sustainable Brands is to inspire, engage and equip today's business and brand leaders to lead the way to a sustainably abundant future. MCI Australia’s effective social media campaign was critical to our success.” Guy Bigwood, MCI Group Sustainability Director