The Ask
The University of Hertfordshire tasked us with generating 4.321 leads for their Festival of Ideas event, which featured over 50 free sessions covering diverse topics through engaging panel discussions, captivating performances, interactive exhibitions, and thought-provoking virtual reality simulations.
Our Approach
For Herts’ debut event, we focused on maximizing awareness and pre-registration by saturating social channels with engaging content. Closer to the event, we boosted visibility with out-of-home advertising, including door drops, in Hertfordshire and improved conversions through strategic retargeting efforts.
Results
The campaign surpassed all expectations with 5,191 leads and 67% of the total bookings directly attributed to our campaign. The blend of innovation media like podcasts and in-game audio in addition to captivating creative maximised reach and campaign success.
Testimonial
“Adgen led on our digital and offline media strategy to promote the University’s first ever on-campus Festival of Ideas. The 7 month campaign consisted of targeting a diverse pool of audiences to generate initial interest leads for the event, and then focused on converting leads to bookings. We were pleased with Adgen’s multi-channel approach, designed to get the best ROI and how well they worked with us to create a campaign that was also driven by industry insights, and audience and creative testing. The campaign was a huge success with c.69% of bookings attributed to the paid activity, and It was one of our largest public-facing on-campus events ever, with over 4600 visitors attending. Adgen also went above and beyond during the busy campaign period to support new starters in the team with the wider understanding, from the campaign objectives, optimisations required, and any wider context they could provide to help keep the project moving along. It was a real feat of a campaign, and the Adgen team’s passion and enthusiasm for generating results was clear. It was a great pleasure working with them on the project!”
– Juliette Perks. Corporate Brand and Campaigns Manager University of Hertfordshire