A one-year social media compaign was launched with the World Glaucoma Association employing a four-step approach to achieve its goals:

• Established behavioural trends and professional demographics of target audience
• Implemented targeted paid campaign that grew a sizable nich audience
• Launched successful onsite social campaign and competition via event hashtag
• Established ongoing collaboration with faculty to introduce additional services to compliment the social campaign

These approach provided the foundation for the team to capitalize on the successes and implement a digital advertising campaign to drive congress abstracts and registrations.

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