RD On The Road: sold out tickets at the 11 event venues

Content & Creative

Platforms & Technology

RD On The Road: sold out tickets at the 11 event venues

Client’s History:

RD Station is one of the largest technology companies in Latin America. Its market automation platform is widely used in more than 20 countries, making it one of the most used digital marketing tools in the world. The company also runs RD On The Road, the largest digital marketing and sales traveling event in Latin America.

Results

2 million additional people reached

50% media participation in ticket sales

145% tickets sold at the 11 event venues

Objective

GhFly aimed to be responsible for 30% of RD on the Road ticket sales, helping sales in the 11 squares where the event took place.

Challenge

30% of total ticket sales

For our specialists, the agency’s main challenge was to plan a strategy aimed at each of the squares participating in the event. Communication had to be adequate according to the target present in each city where RD on the Road would pass.

Another challenge faced by the agency was the internationalization of the event, as there was no track record to help plan the strategy.

Strategic Solution

Building custom threads

Seeking to generate conversions for each city in which the event took place, campaigns were developed to impact different audiences throughout the decision-making journey, using various stimuli focused on purchasing tickets online.

Audiences were defined based on those who might be most interested in the event. For this purpose, the database of Resultados Digitais was used to establish these audiences according to their contact with the brand.

The possibility of building customized and similar segmentations was fundamental for the success of the campaigns, especially in cities outside Brazil, where there was no history of the event. Thus, people similar to those who participated in other editions of the event were impacted, but who lived in these places, bringing an audience with greater interest in the topics covered in RD on the Road.

Advanced LinkedIn Ads Targets

GhFly used Google Ads campaigns, focused on conversion, through remarketing strategies and text ads. In Facebook Ads campaigns, the agency built complementary prospecting strategies, focusing on new participants in the event and re-engagement of previous participants.

As the event’s focus was directed at company decision makers, LinkedIn Ads’ advanced targeting was fundamental to the strategy’s success. Once there has been an understanding of the persona defined by RD, GhFly can create targeted advertisements for these decision makers, using both the Sponsored Content format (sponsored posts on the LinkedIn timeline) and InMail (sponsored messages that are sent directly to the user with the ideal profile for the event).

Creative Solution

Como trata-se de um evento itinerante, foi desenvolvido o slogan “Explore caminhos”, conciliando a ideia do evento, que é a de passar por diversas cidades da América Latina, ao impacto que os conteúdos do evento podem ter nos participantes, levando-os a explorarem caminhos e possibilidades até então inexplorados.

A GhFly conseguiu ajudar a RD Station a impactar mais de 2 milhões de pessoas com a mensagem do evento RD on the Road, atingir o sold out em todas as 11 praças (inclusive as internacionais) e teve uma participação de mais de 50% nas vendas dos ingressos do evento.

Statements

The partnership with GhFly was essential to achieve our goals! The goal was to sell out all the tickets for the 11 squares of RD on the Road 2018. And we managed to get there! With the help of the agency, we expanded our brand presence in squares where RD did not yet have great representation, consequently we reached sold out in all cities participating in the event. Indeed, GhFly has a prepared team that solves problems and brings opportunities to Resultados Digitais.

Denis Braguini

Events Director | RD Station

We have the international debut of RD on the Road passing through the cities of Bogotá, Colombia, and Mexico City, Mexico. In order to reach our goal and sell all event tickets in the 11 host cities (including in international squares), we need to expand the brand’s reach and generate relevance to the public that did not yet know DR. For this, we looked for a partner company that was a specialist in online media strategies.

Alisson Maria

Marketing Coordinator | RD Station

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