Linkedin Campaign
“It was a delight working with your team. They were professional and efficient and the work did really impact the successful outcome of the summit”
Jillian Blackbeard, CEO
LET’S SHINE SOME LIGHT ON THE MATTER
Africa’s Eden is a non-profit organisation based in Botswana bringing together stakeholders of domestic, regional and international tourism sectors to share information and collaborate on promoting tourism in the Southern African region. In addition to connecting with members via social media and digital platforms through publishing relevant content, one of the primary touchpoints created by Africa’s Eden to foster collaboration is the annual Summit.
The inaugural Africa’s Eden 2024 Summit was a virtual event that brought together global thought leaders in travel and tourism, business, hospitality and destination marketing to share valuable information paramount to strengthening the tourism industry in Africa.
The selection of topics added much value to the audience, such as “Enabling New Tourism Investment and Keeping Existing Investors”, “Supporting Local Tourism Companies” and how to drive “Real Sustainability”. Speakers included leaders and luminaries such as Hon. Rodney Malindi Sikumba (Zambian Minister of Tourism and Arts); Naledi Khabo (Africa Tourism Association CEO) and Olivia Ruggles-Brise (Vice President of Sustainability at BCD Travel).
With this strong lineup and all the value on offer it was important for the event to have as many registrations as possible. Arora Online was therefore appointed as the digital marketing partner for the Summit.
THE LIGHT BULB MOMENT
After conducting a thorough analysis of the tourism landscape in Africa and its key players, we concluded that Africa’s Eden was in need of a strong B2B strategy to ensure we’d reach the right audience and position the Africa’s Eden 2024 Summit as a key event in the tourism industry.
LinkedIn proved to be the ideal social media platform for the campaign, given its predominantly B2B audience. Our goal was to reach professionals in the tourism industry who would be interested in this summit. To achieve this, we created custom audiences based on job roles and specifically targeted individuals working at select travel organisations. Our content strategy highlighted how the Summit would provide value to this audience, via networking opportunities, knowledge-sharing, and group discussions.
Our strategy included tactics such as:
- Leveraging Africa’s Eden strongest platform, LinkedIn, to publish content consistently with a compelling call to action for every post.
- Ensuring the content was visually appealing to grab the attention of the viewer.
- Profiling the speakers and highlighting their contribution to the travel trade
- Deploying a range of content formats such as infographics with hard-hitting stats, versus thought-leadership articles for individuals who enjoy a more descriptive read.
- LinkedIn profile pics for the event speakers with event information – a simple way to generate organic reach among the ideal audience.
- LinkedIn newsletter campaign to highlight various aspects of the Summit and provide more granular detail, while ensuring we reached existing connections and built a loyal subscriber database.
- Off-feed ads to get optimal results from Linkedin Ads.
YOU CAN’T MAKE LIGHT OF THESE STATS
The strategy paid off as we recorded notable growth on LinkedIn. Within the four-month campaign
- 994% increase in impressions
- 172% increase in engagement
- 124% increase in page views
- 1 028 new LinkedIn followers
- 1 745 new LinkedIn newsletter subscribers
The off-feed paid element which had a modest budget reached 181 696 accounts and generated
1 130 clicks to the Summit registration page.
ARORA ONLINE SERVICES
B2B Marketing
LinkedIn Marketing
Paid media management
Reporting and insights
Competitor Analysis
LinkedIn newsletter campaign
