🚀 The Event Playbook: Proven strategies to level up your next event!
🚀 The Event Playbook:
Proven strategies to level up your next event!
With just 2.5 months notice, the Art of Living Foundation asked us to market a hybrid in-person/online event in the summer of 2019.
Our goal was to create awareness and drive signups to America Meditates – a one-day meditation and music event that had been run successfully in Argentina yet was in its 1st year in the USA. Mid-campaign, they also asked us to help promote a 3-day mental health summit that was preceding the main event.
We proposed an omnichannel event marketing campaign consisting of: digital and social media strategy, Facebook ads, Omnichannel Retargeting ads, and an Outreach Campaign to Speakers, Performers, Influencers and other Promotional Partners. Along with our online marketing, the event organizers had various outreach efforts including a PR company and an on-the-ground volunteer street team.
Our outreach campaign secured Marianne Williamson as a headlining speaker, a headlining DJ and other performers, food donations, partnership with a top yoga studio, and 28 daily posts on a 2M+ FB page who also agreed to co-host the event livestream.
We tested two conversion goals: Facebook Event RSVPs and Eventbrite ticket RSVPs. Overall marketing generated 7,419 Eventbrite RSVPS. 2M Facebook ad impressions brought an additional 4,899 Facebook event responses. Retargeting on Facebook plus the retargeting website & app networks put our ads in front of people more than 6x per person on average, fueling the top of mind awareness needed to drive attendance.
The event received a staggering 308,000 livestream views across all virtual partners in 106 countries around the world.
6,500 people came out to Denver City Park on a Wednesday evening despite thunderclouds and rain.
After just 2.5 months of marketing by small online & in-person teams, this was a great success and the largest public event the Art of Living had ever hosted in the US. While we don’t take credit for a great portion of the livestream views, which were a natural result of the organization’s global popularity, we were proud to have been a big part of this important event’s success.
01Outreach for Musicians, Speakers & Promotional Partner
02Influencer Campaign Strategy and Outreach
03Conversion Rate Optimization
04Organic Social Media Strategy & Volunteer Training
05Facebook & Remarketing Ads
Secured promo partnerships with 35 total social media Influencers, a headlining musician and other performers, food donations, multi-channel promotion from a top yoga studio, and a month of daily posts by a 2M+ Facebook page that also co-hosting our event livestream.
Research, writing and sending hundreds of outreach emails to Instagram influencers. Personalized email and phone followup. Strategy for requests from and incentives for influencers, including tiered offerings/gifts.
While their volunteers did a great first draft of the event website, we advised on improving the copywriting and navigation to add clarity and excitement. We also helped with pricing strategy including suggesting and implementing donation ticket options in addition to their free ticket.
We & Goliath offered strategy and training for organic social media growth on Instagram & Facebook. We also designed and ran a viral ticket contest including design of gift levels and offerings, activating social sharing and collecting hundreds of marketing insights along the way.
We reached 354,431 hyper-targeted Facebook users with over 2M ad impressions across the two and a half month campaign. We & Goliath wrote, designed and managed the ads. Tested 3 campaigns per week, comparing audiences, images and ad text as well as ad goal types.
Sent retargeting ads to everyone who engaged with our ads or visited the event website or related campaign sites. Omnichannel display ads ran on Facebook, Google, IG, Gmail, websites, etc. Retargeting ads were a great value at 63% cheaper per click than Facebook ad clicks.
Over 120 cities in the U.S. organized local America Meditates events to uplift and connect their communities with celebration and meditation.