In today’s competitive association events landscape, digital campaigns have become essential to success. Over the past year, we delivered campaigns for more than 20 leading associations across Europe, North America, and Asia. From scientific congresses to professional forums and policy-driven conferences, these campaigns consistently drove registrations, abstract submissions, and meaningful audience engagement. 

Here are six proven lessons you can apply to create smarter, more effective campaigns for your next event. 

1. Multi-channel strategies deliver stronger results

Campaigns that combine search, social, and professional networks consistently outperform single-channel efforts. In one European congress campaign, part of our portfolio of 20+ association campaigns, using all three channels increased conversions by up to 40%. Each platform played a specific role: 

• Search captured high-intent users who were ready to act.

• Social extended reach and provided cost-efficient retargeting.

• Professional networks attracted high-quality, niche audiences

• Align each channel to its strengths to maximise campaign performance

2. Video moves audiences to action

Video drives sustained engagement over time. One of the strongest examples of video’s impact came from the European Psychiatric Association’s 12-month campaign, which relied heavily on a coordinated series of video assets to engage audiences at every stage. Speaker-led clips, location teasers and milestone-driven updates kept the message fresh while maintaining momentum throughout the year. 

The results spoke for themselves. Engagement rates on video assets consistently exceed the global average for digital event campaigns, with some videos achieving up to 35% higher click-through and engagement rates compared to static content. By sustaining visibility over months rather than weeks, the campaign built a steady pipeline of interest and registrations. 

For campaigns with longer lead times and decision cycles, video proved to be a highly effective way to connect emotionally with audiences and keep them engaged over time. Short, relevant, mobile-friendly videos remain one of the best tools for long-term campaign success. 

3. Professional networks reward precision

Platforms like LinkedIn can be highly effective when used strategically with refined targeting and appropriate budget allocation. In a scientific innovation-focused campaign, LinkedIn early bird ads generated a steady flow of senior-level registrants. By contrast, campaigns with vague targeting or insufficient budget delivered underwhelming results. Success on professional networks depends on focus, precision and investment.

4. E-mail remains important to campaign conversion

E–mail remains a dependable channel even as newer formats gain traction. In recent campaigns, we consistently saw open rates exceeding 40% when emails were timed around milestones such as early bird deadlines or abstract cut-offs. E–mail works best when paired with digital ads to reinforce messaging and provide clear calls to action. 

5. Start tracking early to demonstrate ROI 

Campaigns designed with comprehensive tracking from day one achieve better optimisation and higher returns. In our experience, returns of 20 –1 are possible when robust tracking is in place from the outset – meaning that for every €1 invested in digital, clients have seen an average of €20 in value generated. By comparison, campaigns that implemented tracking late struggled to measure performance effectively. Accurate and timely data empowers better decisions and stronger results. 

6. Plan for longer conversion paths  

Association audiences often have longer decision cycles. Campaigns with extended retargeting periods and longer attribution windows captured more conversions and reflected a more accurate picture of user behaviour. 

Your messaging should be adapted to align with each stage of the decision journey and sustain engagement throughout the process. 

A smarter way forward 

The most effective campaigns are not necessarily the biggest or the most expensive. They succeed because they are built on audience insight and measured against clear goals.  

Over the past year, we’ve seen how well-planned digital campaigns can deliver measurable results and engagements across diverse association sectors. The most successful campaigns combine insight, creativity and data to connect with audiences and inspire action.  

As you plan your next event, let’s put these lessons to work to design a campaign that not only reaches your audience, but motivates them to take the next step. 

Talk to us today and discover how your next campaign can achieve more. 

Reach out to Kabloom, the Association ROI Agency to unlock new revenue streams for associations.