OnlinepromotionsforTEDxGateway2020
/ Results at a glance
8.5L+
Audience reached
21,300
Website visits
6,000+
Attendees driven
/ About the client
Part of the TEDx family, TEDxGateway is an independently organised TED event operated under license from TED — and India's largest conference. Alongside a year-round slate of online and offline events, their headline is a day-long stage program of talks, music, tech demos and performances.
/ What they needed
A previous team had run November and December, but the speaker line-up wasn't landing. We took over Instagram and Twitter (cross-posting to Facebook and LinkedIn) and consulted on ads — budgeting, strategy, working with Insider, platform selection.
/ What we did
A combination of organic and paid social brought in up to 6,000 attendees. Between 22 January and 23 February we reached 8,52,864 people and drove 21,300 site visits. Our best-performing campaign reached 6,80,000+ people and generated 10,000+ visitors averaging a 45-second session — quality traffic with low bounce.
/ Social media strategy
01 — Awareness
We reframed each speaker around the expertise they were bringing, in a way that was relatable — especially for the more technical talks. That moved us past the standard photo-and-name static cards which don't communicate much to an audience unfamiliar with the speaker.
02 — Event build-up
With a fortnight to go we ramped up Stories — engaging, interactive series with clear CTAs. Video content performed best on Instagram, so we kept innovating on formats, including cutdowns of speakers' past TEDx appearances. Clips of performers like Tom Thum and Opium Moon Music worked on Instagram; on Twitter and LinkedIn, quote posts performed better. We also seeded posts into relevant Facebook groups to spread word.
03 — Rehearsals & event day
In the run-up we coordinated with the TEDxGateway on-ground team to share rehearsals and venue set-up. On the day itself a few of our team joined on-ground staff to document live, coordinating with the remote content team to publish in real time.
04 — Post-event
We closed out with highlight coverage — event imagery combined with relevant quotes. Across the 43-day period, our tweets picked up 371.2K impressions.