Campaigns

FIPP World Media Congress

Plan, create and execute a strategy to sell high value tickets

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The brief

The FIPP Word Media Congress was being held in Portugal and attended by an audience of media leaders from 25 countries, who would have access to 60 speakers over 2 days.

We were engaged to plan, create and execute the social media marketing and email marketing to sell delegate tickets and to provide marketing content for use by Di5rupt and FIPP though their own channels.

The challenge

The FIPP World Media Congress had been a firm fixture on the international media industry calendar for many years but, as the first post-Covid event, there was uncertainty around the audience’s attitude to face to face networking, which would vary by country.

Different time zones, nationalities and industry sectors created logistical challenges, while copywriting for an audience where many had English as a second language was a key consideration.

The solution

We ran a highly targeted digital marketing campaign using location, industry sector, RFM and engagement to shape the segments and adjusted those segments after every activity. Results were analysed by market sector, location and previous behaviours to shape future messaging.

Campaigns ran across Google ads, weekly emails and paid and organic social media with a strong focus on LinkedIn.

The email campaign kept potential delegates up to date with speakers, content and workshops. Non-openers were sent the same email with a new heading, which contributed to high overall open rates.

The results

The sole KPI was ticket sales. Tickets sold out 2 weeks before the event at a below-budget CPA.

  • FIPP World Media Congress Lisbon
  • FIPP World Media Congress digital marketing campaign

Anna Forgaard

Scoping, partnership agreements

Nat Theo

Digital marketing