Event Marketing Creating Millions of Impressions, Globally.
Indian Ocean Defence and Security (IODS) is an industry-only trade event that was held in Perth, Western Australia in July 2024, presented by AMDA Foundation Limited in partnership with the Western Australian Government.
IODS 2024 featured an expanded industry exhibition with the gathering of all three AUKUS nation naval chiefs for the first time in Australia. ‘Where AUKUS meets the Quad’ was the key topic of discussion at IODS for 2024.
Disciplines
LinkedIn Ads
Google Search Ads
Google Display Ads
Meta Ads – Facebook & Instagram
SEO
The Challenge
2024 was the first time AMDA Foundation had presented this event. This meant no historical data, insights, or benchmarks for paid advertising activity had been set.
They required a strategy for paid advertising that effectively showcased the potential and significance of such a groundbreaking event, that best utilised their budget to reach and convert potential attendees.
The Solution
The thinking
Success relied on generating strong initial brand awareness of the IODS event, moving customers through a funnelled approach that led to customers registering for the event.
The concept
Traffic, Conversion & Remarketing Campaigns
Running paid ads across LinkedIn, Google and Meta allowed us to reach highly targeted and intent-driven users.
For the social platforms, we utilised a range of event videos, branded static image ads and campaign messaging specific to the audience and platform they are scrolling.
Google allowed us to be found where people were looking,
The campaigns were rolled out across Australia, India, UK, USA, Canada, and Japan.
Remarketing ads played a vital role in building ongoing event recognition and re-engaging users who had already shown interest but not yet converted.
The Result
Throughout the entire 6-month campaign period, IODS campaigns delivered over 2.385 million ad impressions across LinkedIn, Google and Meta platforms. This led to almost 37,000 website visits and 332 conversions (event registrations, contact forms, email subscribers).
Google Search ads generated 12.8K website clicks and were driving event registrations at a rate of $22.83.
LinkedIn ads generated over 654K ad impressions and 3.4K clicks at rates far exceeding industry benchmarks.
Meta was the perfect platform for remarketing, generating event registrations at just $18.39 per conversion.
