Case study · Event social media · Perth, WA · 2021
State of Social ’21: how social media drew nearly 500 marketers
With WA’s border shut, social media sold the room, then the virtual tickets, then made everyone who missed it wish they hadn’t.
Nearly 500
marketers at Optus Stadium, the biggest year to that point
Nearly 5,000
combined views on the two daily Reels
4th
straight year running State of Social’s social media
The brief
State of Social is a separate business owned by our Managing Director, Meg Coffey, and a C&T client. 2021 was our fourth year running its social media.
The border was closed to the rest of Australia. Two days were packed with keynotes, workshops, an AR art exhibition, a live pearl harvest and a farmers’ market, and every moment had to land on the right platform.
The work
We turned the event run sheet into a content shot list: what to capture, when, where, by whom, and which platform it belonged on. Curtin Marketing Association students helped us cover every breakout session live.
Custom GIFs, the #StateOfSocial21 hashtag, Instagram Stories with speaker insights, daily LinkedIn albums and a Reel for each day carried the event. When in-person sales closed, the messaging switched to virtual tickets for people over east and overseas. Every Instagram post carried image descriptions and captions.
The result
Nearly 500 marketers at Optus Stadium with the border shut, the biggest year in the conference’s history to that point. The two daily Reels drew nearly 5,000 views between them.
The takeaway
Plan the content before the doors open. An event moves too fast to improvise, and every platform wants something different.
Planning an event and not sure how to fill it?
We build the social plan that sells the tickets, the way we did for State of Social.