VIDCON EUROPE 2018

DIGITAL MARKETING CASE STUDY

International expansion of the biggest online video conference

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2.1M

IMPRESSIONS

32k

SHOP VISITORS

587%

RETURN ON INVEST

STAGELINK SERVICES

Strategy & Targeting

Strategy & Targeting

Ad creation

Ad Creation & Delivery

Tracking

Purchase Tracking in Ticket Shop

Audience Profiling

Audience Profiling & Testing

Strategy & Targeting

Reporting & Analysis

STRATEGY & TARGET AUDIENCES

While VidCon Europe previously also offered tickets to B2C audiences (fans), they positioned themselves exclusively as a B2B convention in 2018. Since consumers usually show a higher ad engagement, industry professionals with a high probability to purchase had to be identified and targeted with relevant content. This was achieved by first screening target groups (awareness phase) and then refining them according to their performance, purchasing behavior and interests (traffic phase).

CHANNELS

Strategy & Targeting

Facebook

Instagram

Instagram

Google Adwords

Google Search & Display

Snapchat

Snapchat

Twitter

Twitter

LinkedIn

LinkedIn

Email

Email

RESULTS

Campaign efficiency was continuously improved by learning about audiences with high purchase probability and basket size.

ROI INCREASE OF 228%

Throughout the campaign, key regions were identified and budgets allocated accordingly.

GEOGRAPHIC OPTIMIZATION

A/B/n testing of over 2,000 different combinations of ad texts, images, and videos, perfectly fit creatives to all relevant target audiences.

FINDING THE PERFECT MATCH

78%

of all event purchases attributed to the campaign

270%

increase of purchase rate through audience profiling

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