Show time
Helping a global events company engage with new audiences.
The client, one of the world’s largest events companies, had a comprehensive email campaign process but was struggling to create content that engaged with potential customers. At this point, content creation was devolved to the teams running each of the separate 30+ different events. We were invited to join them in piloting a new, centralised model for creating the content that was vital in convincing people to attend events.
“We need a team of creatives to help us connect with new audiences, start new conversations and build stronger online communities around the shows and events we offer.”
Brief
Solution
We put together a team of four creatives to collaborate in-house with the client’s analysts, designers and marketing teams. Together, for each event, we developed compelling value propositions and sophisticated campaigns built on customer insight, with A/B testing.
By working fast and streamlining processes we were able to free up time to provide further support, developing social media campaigns and running workshops on writing technique and audience profiling. We also gave strategic guidance on implementing the new model.
Outcomes
More than 500 different campaign emails created and delivered to an insight-based plan, on time, with content connected across channels and platforms.
Measurable gains in email performance metrics, shorter, simpler, clearer and more targeted emails and a better experience for audiences.
New knowledge and skills shared with client marketing teams and a more effective, collaborative way of working demonstrated.
A continued partnership with the client to implement the model we piloted.
“It’s been amazing working with you — we couldn’t have done it without you”
“ZING! :)”
Contact us to find out more about this project and how we can help you with copywriting.