Digital Marketing Campaign for a Virtual Congress 2020

 

awards

14M
Views

 

countries

20%
Registrations

   
technology

19K
Website Visits

 

guests

40-60%
Email Open Rate

       

Challenge

A leading international congress expecting to gather 10,000 participants and due to take place in June had to rethink its strategy when the pandemic was announced. 

The association, in the Healthcare field, quickly transformed their strategy with the support of MCI to virtual.  This transformation enabled the association to meet its commitment to delivering educational content and bring the world congress into the homes of attendees. 

This leap meant an entirely new digital marketing strategy had to be developed and implemented almost overnight.

Solution

A digital marketing campaign to expand and capture a new audience was developed.  This transformation involved creating an enhanced target audience strategy and a new website layout and branding, new marketing collateral for e-mailers, digital advertisements and social posts.

The campaign addressed multiple aspects from launching the new online learning platform used for the virtual congress and educating the audience, to retaining existing registered participants from the physical meeting and driving new registrations. 

During the 6-week campaign period, the virtual congress digital advertisements were seen 14 million times and generated 19,000 website visits.  These results represented a 50% increase on that of the previous physical congress website traffic. 

The e-mailer campaign generated more than 46% of total website traffic, and the e-mailer announcing the launch of the virtual event website saw an impressive 60% open rate.  The campaign contributed to 20% of registrations, which is quadruple of the industry rate. 

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