ISUOG World Conference
Challenge
ISUOG’s showcase event and main income driver is their annual World Congress Event. 2022 was the first year running a hybrid format with 800 attendees on site as well as 3,000 virtually from over 200 different countries. This meant huge complexity in running a global campaign, targeting a hard to reach audience across digital platforms whilst delivering cost efficient sales.
Solution
A highly tailored multi-channel approach to reaching our audience due to the variance in CPMs, audience sizes and ticket prices. We segmented our audience into 10 groups with tailored local language content to achieve cut through on our platforms, supported by a offer led retargeting campaign with time sensitive messaging.
Outcome
Tickets were sold in full from just 78% of the planned marketing budget, making it their most profitable World Congress to date.
