ABOUT THE CLIENT


IAB Europe is the leading European-level industry association for the online advertising ecosystem. Among its many activities, IAB Europe organizes a yearly two-day Interact Conference which gathers marketers and advertisers from Europe.

IAB Europe is the leading European-level industry association for the online advertising ecosystem. Among its many activities, IAB Europe organizes a yearly two-day Interact Conference which gathers marketers and advertisers from Europe.

GOALS


Our primary objective was to promote Interact 2017 Conference to marketers (mid to senior levels) from agencies, startups and large companies and get them interested in attending and buying the tickets for the Interact 2017 conference.

Our primary objective was to promote Interact 2017 Conference to marketers (mid to senior levels) from agencies, startups and large companies and get them interested in attending and buying the tickets for the Interact 2017 conference.

HOW WE DID IT


Interact’s promotion lasted from late February until late May. The main channel of promotion was Facebook (Facebook ads); secondary was Twitter (community management), Instagram (community management) and Linkedin (regular posting).  Before starting the promotion on Facebook, we analyzed Interact's target audiences and created several target personas. We examined how does the Interact's target audience consume content on Facebook, and, accordingly, we created several strategies which we put in motion to achieve the best results. The core of our approach was to target the audience not just based on their professional interests, but also on their interests, what they like to watch, where to travel paired with the custom audience and lookalike audience optimization. Facebook's campaign was divided into eight campaigns, and we managed to achieve the following:

Interact’s promotion lasted from late February until late May. The main channel of promotion was Facebook (Facebook ads); secondary was Twitter (community management), Instagram (community management) and Linkedin (regular posting).  Before starting the promotion on Facebook, we analyzed Interact's target audiences and created several target personas. We examined how does the Interact's target audience consume content on Facebook, and, accordingly, we created several strategies which we put in motion to achieve the best results. The core of our approach was to target the audience not just based on their professional interests, but also on their interests, what they like to watch, where to travel paired with the custom audience and lookalike audience optimization. Facebook's campaign was divided into eight campaigns, and we managed to achieve the following:

RESULTS


Campaign 1: Canvas campaign

For the first campaign, we created a Facebook Canvas ad which was targeted to marketing seniors in Belgian and Dutch corporations.

For the first campaign, we created a Facebook Canvas ad which was targeted to marketing seniors in Belgian and Dutch corporations.

1,51%

CTR

0,27

COST PER CLICK

Campaign 2: Creatives

The second campaign was targeted towards creatives employed in various agencies and small businesses.

The second campaign was targeted towards creatives employed in various agencies and small businesses.

1,40%

CTR

0,17

COST PER CLICK

Campaign 3: Big agencies & technology enthusiasts

The third campaign was targeted towards renamed agencies such as Saatchi & Saatchi and to fans of technology and digital marketing in general.

The third campaign was targeted towards renamed agencies such as Saatchi & Saatchi and to fans of technology and digital marketing in general.

1,68%

CTR

0,13

COST PER CLICK

Campaign 4: Marketing agencies in Netherlands

The fourth campaign was targeted to employees of top marketing agencies in Netherlands.

The fourth campaign was targeted to employees of top marketing agencies in Netherlands.

1,22%

CTR

0,23

COST PER CLICK

Campaign 5: The UK and Belgian agencies

The fifth campaign was targeted to employees of top UK and Belgian agencies.

The fifth campaign was targeted to employees of top UK and Belgian agencies.

2,91%

CTR

0,15

COST PER CLICK

Campaign 6: UK marketing seniors

The sixth campaign was targeted to marketing seniors in UK based corporations.

The sixth campaign was targeted to marketing seniors in UK based corporations.

1,29%

CTR

0,21

COST PER CLICK

Campaign 7: UK based journalists

The seventh campaign was targeted to UK based journalists that work for The Telegraph, The Independent and similar.

The seventh campaign was targeted to UK based journalists that work for The Telegraph, The Independent and similar.

6,93%

CTR

0,06

COST PER CLICK

Campaign 7: UK based journalists

The seventh campaign was targeted to UK based journalists that work for The Telegraph, The Independent and similar.

The seventh campaign was targeted to UK based journalists that work for The Telegraph, The Independent and similar.

6,93%

CTR

0,06

COST PER CLICK

Campaign 8: Carousel

For the eight campaign, we created a carousel ad that was targeted to the general audience interested in marketing from Belgium, Netherlands, UK, Germany, Italy.

For the eight campaign, we created a carousel ad that was targeted to the general audience interested in marketing from Belgium, Netherlands, UK, Germany, Italy.

1,07%

CTR

0,45

COST PER CLICK

CONCLUSION


Over the course of almost three months, Facebook ad campaigns paired with community management efforts on Instagram and Twitter proved to be quite successful and we managed to achieve:

Over the course of almost three months, Facebook ad campaigns paired with community management efforts on Instagram and Twitter proved to be quite successful and we managed to achieve:

0,21

AVERAGE COST PER CLICK

100k+

TICKET SALE WORTH