Fintech Surge Digital Marketing Campaign

Executive Summary

Event: Fintech Surge
Objective: Establish Fintech Surge as a premier gathering for fintech innovators, decision-makers, and investors in the MENA region. The campaign aimed to drive awareness, boost registrations, and attract global participation by targeting diverse fintech verticals, including payments, banking, blockchain, and insurance.
Key Results: Attendee and Exhibitor Registration, Website Traffic & Brand Awareness.  

Campaign Overview

Event Background: Fintech Surge is a Premier Fintech event in the Middle East building connections and insights through Fintech entrepreneurs, innovators, investors, regulators and institutions as we leverage the vast growth of PayTech, WealthTech, InsureTech and RegTech in the MENA region. 

Target Audience: Startups, investors, tech enthusiasts, and financial professionals

Campaign Objectives:

• Increase website traffic.
• Drive registrations and attendance.
• Enhance brand visibility across digital channels.

 Strategy & Approach

• Channel Mix: Google Ads, LinkedIn, Facebook, Instagram, and Programmatic.
• Content Strategy: Developed and recommended targeted content highlighting Fintech’s potential, innovation, event offerings and networking opportunities.
• Audience Targeting: Focused on engaging users across multiple verticals of the fintech industry by leveraging demographic and behavioural segmentation. This included targeting individuals based on their job titles (e.g., CEOs, product managers, analysts), industries (e.g., banking, payment processing, insurtech), behaviours (e.g., interest in digital finance and tech events), and geographic locations. By tailoring campaigns for distinct audience segments, we ensured personalised messaging for maximum relevance and impact.
• Creative Highlights: Adaptation of creatives tailored for specific platforms to generate maximum results and impact across the target audience.

Challenges & Solutions

Challenge: Standing out in a competitive fintech event market.
Solution: Focused on differentiating Fintech Surge by emphasizing unique content tracks and event KPIs

Challenge: Identifying the right target audience.
Solution: A/B testing multiple target audience sets, and creating custom audience segments based on keywords and competitor website visitors helped reach out and identify the ideal audience for the event.

Results & Impact

• The event received a footfall of 75,000+ Attendees.
• 100+ exhibitors showcased their brands.
• Our ads reached out to 20M+ users increasing brand awareness and recall.
• We also received 80M+ impressions across our total campaign duration.
• 100,000+ Website visits.