Future Blockchain Summit Digital Marketing Campaign

Executive Summary

Event: Future Blockchain Summit
Objective: The digital marketing campaign for the Future Blockchain Summit aims to position the event as the leading largest Blockchain, Crypto, and Web 3.0 gathering in the MENA region. It seeks to leverage Dubai’s rapid growth as a global crypto hub, driven by a 500% surge in crypto transactions in 2021 and the establishment of VARA, the world’s first virtual assets regulatory authority. The campaign will drive awareness, highlight the UAE’s innovation in virtual assets, and attract global stakeholders to engage, network, and innovate.

Key Results: Attendee and Exhibitor Registration, Website Traffic & Brand Awareness.

Campaign Overview

Event Background: Future Blockchain Summit connects blockchain pioneers, developers, and innovators to shape the future of the technology.
Target Audience: Blockchain enthusiasts, Virtual Asset Project Creators/Investors, Virtual Asset Traders, Virtual Asset Enthusiasts, Developers, Businesses, Investors and Asset Educators.

Campaign Objectives:

• Increase brand awareness.
• Attract Visitor registrations and exhibitors.
• Enhance brand visibility across digital channels.
• Website traffic.

Strategy & Approach

• Channel Mix: Google Ads, LinkedIn, Facebook, Instagram, and Programmatic(Adroll).
• Content Strategy: Brand positioning of the event as the largest Blockchain event in the MENA region and reinforcing the event tagline “Fueling the WEB3 Revolution” to the audiences creating brand recall and thereby increasing event attendance and registrations. 
• Audience Targeting: To effectively target the relevant audience for the Future Blockchain Summit, we implemented a multi-faceted digital ad strategy. This included A/B testing various audience combinations to identify the best-performing segments. We utilised custom audiences based on past engagement, such as website visitors and previous event attendees, and created lookalike audiences to expand our reach. Targeting crypto related keywords and audience segments also helped in broadening audience reach. Our Behavioural and demographic targeting focused on blockchain professionals, developers, and investors. By testing diverse ad creatives and refining audience segments, we optimised reach and engagement, ensuring precision in targeting.
• Creative Highlights: High-energy video teasers to grab and sustain the user’s attention and customised display banners to fit and optimise perfectly with the platform ads spaces and formats. 

Challenges & Solutions

Challenge: Niche Audience Targeting
Solution: We used precise targeting options like job titles, industries, and interests in ad platforms. Implement custom audiences based on past engagement and lookalike audiences to scale effectively while maintaining relevance.

Challenge: Ad Fatigue
Solution: As this campaign was of a longer duration there was a high chance of creative fatigue. To avoid that we rotated creatives frequently and experimented with new formats like video ads, carousels, and interactive content to maintain engagement.

Challenge: Competitive Events
Solution: We banked on our competition traffic by creating custom audience segments targeting the website visitors of our competitor events and targeting those users with our event banners helped leverage the competition traffic.

Results & Impact

• The event received a footfall of 80,000+ Attendees.
• 150+ exhibitors showcased their brands.
• Our ads reached out to 25M+ users increasing brand awareness and recall.
• We also received 85M+ impressions across our total campaign duration.
• 100,000+ Website visits
• 1200+ investors.