Digital marketing campaign boosts registrations for WBC 2020 Virtual
case study
Case summary: taking WBC 2020 online
The World Biomaterials Congress was planned for May 2020. When the COVID-19 pandemic hit, it became WBC 2020 Virtual, held online in December 2020, and the digital marketing strategy already under way had to be reworked.
What we did
Kabloom moved quickly. We planned the digital strategy, audited and optimized the website, set up data capture and ran email marketing, social media management and digital advertising with remarketing to promote the virtual congress and its online community to biomaterials professionals.
The results
The campaign boosted registrations for WBC 2020 Virtual and promoted its online community.
Why it worked
Reworking an active campaign rather than starting over kept the audience the congress had already built.
FAQ
Can a digital campaign be reworked when a congress changes format?
Yes, and quickly. When the World Biomaterials Congress became WBC 2020 Virtual, Kabloom reworked the campaign already in motion and used it to boost registrations for the online event.
How can an association grow membership with digital marketing?
Start with the audience your conference already reaches. Kabloom builds personas from event and campaign data, then runs year-round campaigns that move those professionals from attending to joining. Because we track every conversion, you can see which channels bring in new members and where to spend next.
Written by the CEO of Kabloom, Richard Torriani. Updated on June 22nd, 2024.
The World Biomaterials Congress was meant to take place in May 2020. However, due to the COVID-19 pandemic, the decision was made to transform the physical congress into WBC 2020 Virtual which took place online in December 2020.
The digital marketing strategy that was already in motion had to be reworked for the virtual event, and the Kabloom team got to action quickly.
impressions
website traffic
open rate
Organizer
World Biomaterials Community
Target Audience
Professionals in the field of biomaterials science
Objective
Promote and drive registrations for WBC 2020 Virtual and associated online community
Services
•Digital strategy planning
•Website audit and optimization
•Data capture
•Emailer campaign
•Social media management
•Digital advertising and remarketing
To promote and drive registrations for the congress and its associated community, the team ran a four-month marketing campaign from September to December 2020.
These were the strategies deployed:
- Targeting a relevant global audience across online platforms and channels
- Boosting awareness through digital ads across search and social media platforms
- Rolled out emailers promoting the congress to encourage website traffic and database growth
Through a well-formulated strategy, the campaign was directly responsible for over £60,000 in registration fees – double the cost to run the campaign.
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