Web3 & Blockchain World Conference

The Web3 & Blockchain World Conference is a product developed in Canada by the Blockchain Research Institute in partnership with the MCI Group, with its first edition in 2019 in Toronto. The conference welcomed 1,100 attendees in its inaugural year and reached 3,400 attendees in the following editions.

2022 became known as “the year crypto came crashing down to Earth” (NPR, Dec 29th, 2022), with big competing conferences being cancelled or postponed. While Web3 and Blockchain technology are perceived as less volatile, W3B investors presented concerns that the dramatic shift would affect the buying intentions of potential attendees and sponsors.

Additionally, uncertainty and concerns regarding COVID-19 were still very prevalent in early 2022 and persisted throughout the year. This added a challenging aspect to the campaign and raised questions about the project's feasibility.

The final briefing required flipping and relaunching the brand from “Blockchain Revolution Global” (BRG) to “Web3 & Blockchain World” (W3B) and promoting the new Canadian Camp Experience designed by MCI. The goal was to reach a 50% following growth over all social media channels, maintain historical engagement levels for the campaign season, provide advancements in tracking technology, and feed stakeholders with attendee and sponsorship-related data every week.

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Brand Web3 & Blockchain World Conference

Industry Technology

Service Conventions, Congresses & Expos

Contact < Back to All Work

Results

Compared to the previous edition, W3B 2022 saw a 48.3% increase in website and ecommerce revenue (via Pheedloop), fueled by strong sponsorship leads and new partnerships, which accounted for 52% of gross revenue. Despite an overall increase in the use of incentives, financial stimulus for engaged leads were reduced by 64% and replaced with onsite perks such as early access, additional content, and complimentary streaming passes.

The use of complimentary streaming passes proved to be a highly effective tool for audience expansion, enabling media buyers to enhance their ad segmentations on platforms like Google, LinkedIn, and Meta.

The agency's tracking structure was able to identify buyers for 95% of all tickets sold. Remarketing strategies enriched with data from past editions' buyers proved essential, as the majority of paid ticket holders converted after interacting with a remarketing-level ad. With a focus on improving ROAS, the agency made strategic decisions to leverage data, analytics, and segmentation from previous editions to boost the current fiscal year's performance.

This approach kept costs low while delivering an impressive ROAS growth of +108%, significantly above the industry benchmark of 4:1.

This campaign is a practical demonstration of sector contamination recovery and shows that smaller players can also achieve significant results by investing in professional marketing and advertising services.

Key Results

Buyer Identification Rate

95% of all tickets sold were identified by the agency's tracking structure.

ROAS Growth

+108% growth in Return on Ad Spend (ROAS).

Industry Benchmark for ROAS

4:1 ratio (above industry standards)

The tailor-made approach included Main Lodge Keynotes, Fireside Chats, Campfire Sessions, Live Music, and other festival-like elements. Rather than being passive observers, attendees became active participants, engaging face-to-face with an extraordinary selection of the world's leading thinkers and practitioners in the Web3 & Blockchain space.

Building differentiation shaped every single strategic and creative decision in this campaign.

Our understanding led us to offer an interactive, unusual, fun, and engaging environment that proved appealing to hundreds of ticket-holders waiting 2 hours before W3B opened its doors on November 8th, 2022.