THE CHALLENGE
What needed to change
The event needed awareness and delegate registrations in the six weeks before the conference.
THE WORK
How the campaign responded
- Scheduled Facebook and Twitter editorial updates
- Tested four types of Facebook ads
- Ran relevant Google display ads in the final three weeks
THE RESULT
Measured campaign results
The presentation reports 14,938 new Facebook fans and 1,317,328 people reached. Attendance was 25% higher than the previous event, but the deck does not isolate the campaign’s contribution.
1,317,328 people reached by the Facebook campaign
MEASUREMENT NOTES
How to read these results
Historical 2013 campaign report. Facebook fans and reach are platform measures, not registrations. Attendance comparison is contextual rather than proof of campaign causation.
Source: PageTraffic presentation supplied for this design review, 24-TiEcon-Delhi-Event-Campaign.pptx. Publication rights to be confirmed.