Investment versus Insurance? Kabloom’s digital marketing campaign covers its own cost more than four times over
case study
Case summary: PReS 2021 digital campaign covered its own cost four times over
The European Paediatric Rheumatology Congress (PReS 2021) went virtual for a second year because of the COVID-19 pandemic. The Paediatric Rheumatology European Society needed abstract submissions and registrations from a specialist global audience in a crowded online event market.
What we did
Over eight months we ran a holistic campaign built on lessons from the 2020 edition and from related events. We targeted niche personas we had developed through long-term work with the PReS audience, ran search and social ads to build awareness, and rolled out an emailer campaign to grow website traffic and the database. Ad design and optimization ran throughout. See our multi-channel marketing approach.
The results
Digital marketing contributed 49% of all 2021 congress registrations. The target audience saw our ads up to 1.2 million times, the ads sent 12,984 leads to the congress website, and emailers averaged a 39% open rate. The campaign covered its own cost more than four times over.
Why it worked
Years of work with the same community meant we already knew which personas convert. Ads, search and email worked as one campaign over a long runway instead of a short burst before the deadline. That combination is why digital marketing worked as an investment for PReS rather than as insurance.
FAQ
How much of a virtual congress's registrations can digital marketing drive?
For PReS 2021, digital marketing contributed 49% of all congress registrations, nearly half of the total, through targeted ads, search and emailers.
Is digital marketing for a medical congress an investment or a cost?
When it is measured on registrations it is an investment. The PReS 2021 campaign covered its own cost more than four times over.
Written by the CEO of Kabloom, Richard Torriani. Updated on June 7th, 2024.
The European Paediatric Rheumatology Congress (PReS 2021) took place virtually in 2021 due to the continued COVID-19 pandemic. Building on the success of the previous virtual edition in 2020 and past experiences of other online-only events, Kabloom implemented a holistic digital marketing strategy focused on driving abstract submissions and registrations.
By activating various digital marketing channels targeted at niche personas developed through long-term engagement with the PReS audience, the digital marketing efforts contributed to 49% of the overall 2021 congress registrations. This conversion clearly highlights the impact and importance of specialized and targeted digital advertising for events trying to stand out in a crowded online space.
registrations
target audience
website from ads
campaign open rate
Organizer
The Paediatric Rheumatology European Society (PReS 2021)
Target Audience
Professionals in the field of paediatric rheumatology
Objective
Promoting awareness and driving abstracts and registrations for virtual event
Services
- Digital marketing campaign
- Social media advertising
- Ad design and optimization
- Emailer campaign
To promote and drive registrations and abstract submissions for the congress, Kabloom deployed a holistic digital marketing campaign over the course of eight months.
After producing a digital marketing strategy based on key learnings from previous editions and other events in related fields, the Kabloom marketing team:
- Targeted a relevant global audience across online platforms and channels.
- Boosted awareness through digital ads across search and social media.
Rolled out an emailer campaign promoting the congress to encourage website traffic and database growth.
The digital marketing campaign was directly responsible for nearly half of the registrations to the congress. In this case, digital marketing covered its own cost more than four times over.
See how we rank as a Top Digital Marketing Agency on DesignRush.
