CASE STUDY: SUB BRAND EVENTS
Optimizely
Optimizely wanted to engage their customers on a more intimate level to help embed experimentation at the core of their business-critical strategy.
CHALLENGE
Optimizely wanted to engage on a more intimate level with decision makers within their customers and prospects to help embed experimentation at the core of their business-critical strategy.
SOLUTION
Ultimately we created two VIP sub-brands. One for C suite exes called Business Innovation Group, and one for practitioners called Business Innovation Lab. Once we had created the look and feel of both sub-brands, we worked with Optimizely to devise and deliver a range of events for both audiences ranging from small, hands-on, practical events for the practitioners to high-end, VIP, exec events with top-rated guest speakers and keynotes. Working with sales, an account-based marketing approach was used for key accounts to ensure maximum engagement.
OUTCOME
High attendance figures across all events with some fabulous feedback post event. Rory Sutherland’s keynote was clearly a highlight for the Business Innovation Group – we were over-subscribed for it – was it him, or the incredibly glamorous location, or the amazing content? We like to think it was a heady combination of the lot.
Engagement takes CLARITY
With two distinct audiences, we created two VIP sub-brands – the Business Innovation Group for C-suite exes and Business Innovation Lab for practitioners.
Engagement takes INDIVIDUALITY
We adopted a professional yet personal tone of voice to reflect Optimizely’s subject matter expertise and make a human connection with the audience.
Engagement takes CREATIVITY
We engaged the audiences with high-end, VIP events with top-rated keynotes for C-suite execs, and smaller hands-on events for practitioners.
BUILD BETTER RELATIONSHIPS
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MARKETING MORSELS
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