Building on our long-term partnership with FERMA, we were asked to help promote their European Risk Management Forum. The core objective was to generate over 1,200 total registrations for the event including European Risk Managers and Risk Professionals while also building reach and engagement.
We ran a digitally focussed global marketing campaign utilising organic and paid social media channels. The campaign was led by a bespoke creative approach focused on FERMA's 'Transitioning Together' messaging. We utilised Geographically Targeted LinkedIn ads using a mix of animations, short film trailers, carousels & insight content reach and engage their target audience.
Our activity successfully grew the brand awareness of the event and built engagement that resulted in over 1,700 attendees. The campaign generated strong levels of interest before, during and after the event. This helped us strengthen the audiences relationship with FERMA and grew FERMA's LinkedIn followers by 18% during the campaign period.
Our brief was clear; to grow awareness and attendance at FERMA’s marquee event, the FERMA Forum. Not only did we help achieve the objective of 1,200 attendees, we brought a further 500+ people through the door.
We needed to reach Risk Managers at a European scale. This meant we needed to have a strategy across both paid and organic aspects of LinkedIn marketing. The paid strategy included targeting specific Risk Manager related roles within segmented audiences across targeted geographic locations. By utilising creative content published in local languages we were able to directly engage these target audiences, helping to drive traffic from new audiences. This led to the Forum’s attendees coming from 50 different countries.
There are no vanity metrics here. We were tasked with bringing 1,200 attendees to the event and in fact brought in 44% more than that. To better understand the success of the campaign we also tracked some core KPIs that indicate reach and engagement. Learn more in the video below.