The 5th European Education Summit, hosted in Brussels and online, aimed to offer new perspectives and to foster discussions on the future of education and training within the European Union. With the goal of reaching a very diverse audience across the 27 EU Member States, the event presented distinct challenges in its promotion strategy.
MCI Brussels developed a creative campaign that broke all previous records in terms of reach, engagement, impressions and conversion.
The challenge
Our client wanted to promote the Summit’s messages across the diverse spectrum of member states, each of which has unique sensitivities to different topics, and to reach European education stakeholders and policymakers as well as the youth interested in education.
MCI’s creative strategy
Partnering with logos, MCI’s global public affairs and communication agency, our team strategically planned how best to meet this challenge and facilitate the summit's social media initiatives, community management, organic campaign efforts, and, importantly, paid advertising. Our solution had four foci.
1. Social listening and monitoring: logos did a deep dive into social media waters, analysing the currents of conversation in the realm of education and training. This comprehensive analysis allowed us to:
- Map out critical stakeholders.
- Extract key trends, conversations and topics.
2. Social media asset curation: Based on the strategic insights gleaned, logos curated a diverse range of social media content – both copy and visuals. These were meticulously tailored to resonate with the specific messaging needs and target audience profiles across Facebook, Twitter and Instagram. All assets considered the intricacies of the three platforms – the specific design rules, audience targeting guidelines and messaging nuances.
3. Social Media advertising: Tapping into the advanced tools of the Meta Business Suite and Twitter Ads Manager, logos crafted 40+ strategic, tailored copy and visual designs for ads to fit the platforms’ advertising policies. These ads were designed to achieve the specific social media objectives and the promotion goals of 12 social media campaigns: reach, engagement, video views across the EU 27 Member States. The best options for boosting were applied to achieve an excellent return on investment.
4. Performance analysis: logos adopted a proactive stance, closely monitoring campaign performance for any opportunities for improvement, optimisation, or recalibration.
MCI’s social media solution for the 5th European Education Summit demonstrates the power of astute strategic thinking. By analysing the target audiences’ key topics of interest and meeting them on the platforms where they were having conversations around these trends, MCI and logos were able to create resonant, effective and high-impact tailored campaigns that not only spread the word but also drove tangible results.
Impressions, reach and engagement exceeded expectations, leading to a high rate of conversions and subsequent registrations for the event.
To find out how MCI can leverage engagement marketing and the power of social media for your event, contact us today.
