case study
Digital marketing campaign boosts registrations for WBC 2020 Virtual
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 team got to action quickly.
impressions
website traffic
open rate
Organiser
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
•E-mailer 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 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
