Case Study: Leveraging Events for Yearlong Campaign Brand Engagement

Leading Industrial Global Company 

Case Study: Leveraging Events for Yearlong Campaign Brand Engagement 

Harnessing the Voice of the Audience is a dynamic and arguably vital approach in today's brand engagement landscape. Sharing the perspectives of customers and partners helps brands amplify their own messaging in an authentic and meaningful way. In an era where consumer experience and personalization are paramount, events are a powerful platform for capturing and leveraging this voice.  

InVision has long been a proponent of campaign-centric event planning, enabling our clients the unique opportunity to engage, listen, and learn directly from their audience while creating a robust foundation for long-term brand engagement and campaign success. The following exemplifies how one of our clients achieved a lasting and impactful brand connection using this approach — effectively extending the reach of their events far beyond a single time and place. 

The Challenge

An Industrials leader in automation and digitalization recognized the need to create a unified communications plan that would not only captivate their audiences during events, but also maintain brand engagement year-round through personalized, relevant content. The objective was to find a way to capitalize on their planned events and harness the voice of the audience as a source for a long-term engagement campaign reaching key stakeholders. 

Solution 

Collaborating closely with the brand, InVision designed a 24-month communications plan centered around audience-centric content capture. This approach involved engaging peers and customers during live events through interviews and enabling a natural feedback loop to the sales organization. These interviews, conducted at the brand’s annual user and partner conferences, delved into how customers leveraged the brand’s solutions and explored any barriers in the buying process. 

The insights gained from these interviews and testimonials provided a ‘bank’ of reusable content that was edited and packaged, forming the cornerstone of the content campaign for the months ahead. Beyond its immediate use, the content generated from these interactions served as a valuable resource for year-round sales enablement, marketing, and social media initiatives. Through over 80 interviews with internal and external clients and partners, more than 30 pieces of reusable content emerged, including videos, infographics, podcasts, and articles. It gave the brand a powerful voice, reflecting the real-world experiences and needs of its audience. 

Result 

The communication plan revolutionized our client’s approach by placing the voice of the audience at its core. The library of reusable content yielded an impressive 77% engagement rate among its sales team. By embracing content capture and the voice of their audience, the brand maintained consistent messaging, empowered their sales teams, and upheld their mission of ushering in tomorrow's digital future today. This approach proved not only successful but also resonated deeply with their target audience, driving their communication strategy forward.

Are you looking to unlock the power of content capture to elevate your communications plan and engage your audience like never before? Get started today — contact your Account Director or email us at info@iv.com for more information.