The challenge
2022 saw a dramatic downturn in crypto confidence and large crypto conferences were being cancelled or postponed.
While Web3 and Blockchain technology are perceived as less volatile, W3B investors were concerned that the dramatic shift would affect the buying intention of potential attendees and sponsors.
The final briefing required:
- Flipping and relaunching the brand from “Blockchain Revolution Global” (BRG) to “Web3 & Blockchain World” (W3B)
- 50% following growth over all social media channels
- Maintaining historical engagement levels for the campaign season
- Advancements in tracking technology, and feeding stakeholders with attendee and sponsorship-related data every week
- Increasing revenue from digital channels by 30%, sponsorship leads by 50%, and achieving a 15% growth in revenue from new partnerships
- Improving registration conversion rate from newsletter subscribers by 15%
- Reducing the use of incentives by 45% while increasing ROAS (Return on Advertising Spend) by 28%, maintaining control over the cost per ticket sold.
How did we do it?
Building differentiation shaped every single strategic and creative decision.
For W3B, the dramatic downturn in the crypto market posed a threat to the perception of all entities within the blockchain space, including the conference. Based on our findings, insights and the briefing, the strategic team at MCI determined that the product would need to be positioned with aspects of brand differentiation from the crypto sector. We would position the conference as a stable and valuable opportunity for learning and networking, and highlight the unique elements as part of the experience and proposition.
Our understanding led us to offer an interactive, unusual, fun and engaging environment that proved appealing to hundreds of ticketholders, who had formed queues to get in two hours before W3B opened its doors.
What drew them was that our creative team had reimagined the traditional conference format and transformed it into a highly interactive experience, taking inspiration from the quintessential Canadian summer camp – a place of togetherness, friendship and new encounters.
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 and Blockchain space.
