Virtual ASU GSV Summit
The Virtual ASU GSV Summit drove conversations about ingenuity, innovation, and perseverance during a global pandemic. With a key focus on innovation in digital learning, the virtual event embraced the possibilities where every individual, company, school, or technology has access to the future of education and work. Free to attend, the Virtual ASU GSV Summit attracted 34,000 attendees in the digital learning space, featured interactive networking events for startups and investors, and a star-studded roster of speakers including General Colin Powell, Malcolm Gladwell, Bill Nye, Gloria Steinem, and more.
Scope of Project
The 2020 ASU GSV Summit was postponed to 2021. With the loss in revenue and attendees, GSV needed to build momentum for the 2021 live event. In response, GSV produced a 5-day free online conference featuring speakers like General Colin Powell, Malcolm Gladwell, Bill Nye, and 500 changemakers in the EdTech space.
There were two main marketing objectives for the Virtual ASU GSV Summit. The main priority was to build a net new database of Chief Executives Officers, Government Officials, Entrepreneurs, Investors, and Educators who make decisions in education and workforce innovation. From there, GSV's goal was to convert a percentage of those attendees to paid attendees for the 2021 live event in San Diego.
Build A Net New Audience
To build a net new audience of senior decision-makers in education and workforce, I orchestrated a paid media campaign utilizing various platforms and advertising inventory with highly targeted ads. The campaign touched multiple channels, including display, native and social. The marketing messages for these campaigns were further reinforced by retargeting on all major platforms. Plus, the audience was expanded through lookalike targeting. For the ad creative, the campaign leveraged short-form video as the primary advertising vehicle with backup support from static banner ads on display, social, and native. Video advertising was selected as the primary format for ad creative because it performs better on paid media.
Unique Site Visitors
At the 1,014 conversions, the main sizzle video generated the majority of the conversions across paid media.
From a platform perspective, AdRoll ranked #1 with 1,551 conversions, Facebook ranked #2 with 1,342 conversions, and Google Ads ranked #3 with 410 conversions. LinkedIn performed the least at 44 conversions. For this audience, Twitter did not yield any conversions, and the platform was removed as part of the paid media mix due to lack of performance.
When it came to targeting, keyword targeting performed the best, taking in 47% (1,581) of the conversions for the campaign. Retargeting and lookalike combined made up 53% (1,766) of the conversions.