The aim was to drive event attendance and participation for GoodAI's online workshop by creating a new social media presence and microsite to rally interest over a four month time period.
02 — Challenge
Given the ongoing coronavirus restrictions and the historically lower participation rates for post-workshop networking in online events, there was a keen awareness of the potential impact on overall turnout.
03 — Strategy
I focused on creating content that resonated with students by addressing their interests and showcasing the workshop's education and informative value, highlighting expert guest participation.
04 — Execution
Content marketing through expert interviews, blog posts, email marketing, newsletters, social listening & reporting, curation of UGC + community management.
05 — Deliverables
Content writing across platforms
Graphics for video and copy.
Video background design + copy.
Real-time social media coverage of event
06 — Results
Efforts successfully fostered audience attendance, with a significant increase in post-workshop discussions. The campaign achieved a 25% increase in followers for the company's primary account over the 4-month timeframe.
