VIDCON EUROPE 2018
DIGITAL MARKETING CASE STUDY
International expansion of the biggest online video conference
RETURN ON INVEST
Strategy & Targeting
Ad Creation & Delivery
Purchase Tracking in Ticket Shop
Audience Profiling & Testing
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).
Google Search & Display
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.
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
of all event purchases attributed to the campaign
increase of purchase rate through audience profiling
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