A holistic event strategy using digital platforms, targeted campaigns and tailored content to maximise engagement
Our innovative solutions encompassed not only visual and content strategies but also the creative use of digital platforms to build anticipation, drive registrations and maintain engagement throughout the event.
MCI Brussels and logos partnered with Liquid Gas Europe to craft a holistic strategy that addressed every aspect of the congress – from logistics to digital marketing. The creative approach focused on building a cohesive event identity, leveraging key platforms to maximise visibility, and aligning the event’s positioning with industry needs.
- Content strategy: Curated narratives and developed messaging that positioned ELGC as the leading event for the liquid gas industry.
- Social media strategy: Designed and implemented a targeted social media strategy, focusing on platforms like LinkedIn, Twitter, and Facebook to generate buzz before and during the event. Regular updates, speaker spotlights, live-tweeting sessions, and post-event highlights ensured sustained engagement throughout the event lifecycle.
- Targeted campaigns: Crafted and executed highly targeted social media, Google Ads, and email marketing campaigns to boost engagement and registrations.
Additionally, the creative strategy was designed to focus on attendee journey mapping, ensuring every interaction—from registration to post-event follow-ups—was aligned with a seamless experience.
To drive engagement, we leveraged a multi-platform digital campaign using both organic and paid strategies:
- Social media Campaigns: Focused efforts on platforms like Facebook, Twitter, and LinkedIn, generating over 12.9 million impressions with a total reach of 3.1 million users. The campaigns were designed to target both existing and new audiences in the energy sector and highlight the key themes and speakers at the event.
- Engaging content: Created compelling narratives about the Congress’s agenda, speakers, and exhibitors. Key content pieces like speaker announcements, session highlights, and participant testimonials were used to maintain momentum.
- On-site engagement: On the event day, on-site coordination and real-time updates helped sustain excitement, while social sharing activities encouraged live participation.
The use of high-impact visuals, targeted messages, and a strategic focus on high-value content (such as the benefits of attending specific sessions) were critical in achieving such high engagement metrics.
