GETS Digital Marketing Campaign
Executive Summary
Event: Governance of Emerging Technologies Summit
Objective: Position itself and the UAE as a global leader, shaping responsible governance of AI & emerging technologies in a future digital economy.
Key Results: Attendee Registration, Website Traffic & Brand Awareness.
Campaign Overview
Event Background: The Governance of Emerging Technologies Summit (GETS) 2025 is a landmark global event dedicated to advancing discussions on the formation and updating of policies, governance framework and responsible deployment of emerging technologies such as Artificial Intelligence, Web3, and Quantum Computing.
Target Audience: Judges, Prosecutors, Arbitrators, Lawyers, Police and Law Enforcement Authorities, Policy Makers &; Regulators, Researchers & Professors.
Campaign Objectives:
- Increase website traffic.
- Drive registrations and attendance.
- Enhance brand visibility across digital channels.
- Social Media Engagement.
Strategy & Approach
- Channel Mix: Spreading the campaigns across multiple channels to reach out to a wider set of audiences while targeting the desired demographics.
- Content Strategy: Strategic content recommendations highlighting GETS, Innovation, governance of tech, event offerings and networking opportunities.
- Audience Targeting: Focused on engaging users across multiple verticals of the targeted industries by leveraging demographic and behavioural segmentation. This included targeting individuals based on their job titles (e.g., CEOs, product managers, Lawyers, Government employees), industries (e.g., AI, Technology, Government, law), behaviours (e.g., interest in 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: Ad rejections due to posts related to social issues, law, etc.
Solution: Tactful, creative copy wording to avoid rejections and targeting users by specific industries.
Challenge: Identifying the right target audience for each industry.
Solution: A/B testing multiple target audience sets, and creating custom audience segments based on keywords and competitor event website visitors, helped reach out and identify the ideal audience for the event.
Results & Impact
- We received 3,000+ attendee registrations.
- Our ads reached out to 6.8M+ users, increasing brand awareness and recall.
- We also received 28M+ impressions across our total campaign duration.
- 83K+ Website visits.
- Successfully reached out to target audiences from multiple sectors.
