Case study · Event social media · Perth, WA · 2020
State of Social 2020: keeping a conference alive through a five-month delay
COVID-19 pushed the conference back five months. We kept posting every week, so the audience was still there when the doors opened.
The brief
State of Social is a separate business owned by our Managing Director, Meg Coffey, and a C&T client. In 2020 its two-day conference at Optus Stadium was delayed five months by COVID-19, with borders closed. Social had to hold interest through the wait, then fill the room.
The work
A Facebook event gave people one place for details, tickets and updates. Paid social retargeted website visitors who hadn’t bought and reached new audiences in digital marketing. We posted weekly on Facebook, Twitter, LinkedIn and Instagram, each in its own voice, with speakers like Tom Goodwin, Kate Walsh and Matthew Kobach up front and past attendees’ testimonials as proof. #StateOfSocial20 went on everything.
On the day we opened with a Reel touring the stadium, ran speaker highlights in Stories with custom GIFs, and live-tweeted from the official account. Afterwards, daily highlights and recap blogs started the run-in to 2021.
The result
The conference went ahead over two days at Optus Stadium after the delay, with people in the room and online following along. The recap content fed straight into the 2021 campaign.
The takeaway
A delay is not a pause. Keep posting, keep it useful, and the audience is still warm when the date lands.
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