Case Study
Pivoting digital conference strategy to drive engagement during the COVID-19 pandemic with an embedded consultant
February 29, 2024
Our client, an established biotech company, required a campaign to demonstrate the impact of its product and the urgency to treat. However, when the COVID-19 pandemic hit, they needed to pivot their strategy – fast.
Situation
The client had invested significantly in conference participation and needed support executing a new campaign and creating an immersive booth experience. What initially started as “live experience” quickly pivoted to a “digital experience” due to the impact of the COVID-19 pandemic. Our consultants were tasked with leading the team in this transition.
Solution
We created an agile and immersive digital booth experience with interactive engagement and promotion during virtual conferences. Our experts provided strategic support in executing new campaign visuals, ensuring impact across digital mediums as the need for remote conferencing rose. Our team was able to leverage the newly created live booth rendering to develop a 3D single-room virtual booth that was optimized to host brand content.
To drive awareness and traffic, we developed a digital strategy that utilized congress sponsorships, representative promotion, paid and organic social media, and immersive and interactive media, along with downloadable material and webinar promotion to drive engagement.
Success
The virtual booths attracted 40-100 attendees per virtual conference visit. Clickable videos and downloadable materials drove high engagement and generated leads who received follow-up email communications tailored to treatment behavior. The email campaign tracked additional visits to the brand website with KPI engagement, such as registration with their CRM program.
