From 0 to Zen Hero: Helping Bring Inner Peace to the World Stage
Hybrid Event Marketing Case Study
Omnichannel Event Marketing CRO Volunteer Training
The Challenge
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.
Our Solution
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 Results
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.
Social Media Marketing Campaigns
Watch Parties in over 120 Cities
Over 120 cities in the U.S. organized local America Meditates events to uplift and connect their communities with celebration and meditation.
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