When the Small and Medium Enterprise Authority Monshaat (@MonshaatSA) had the opportunity to host the Global Entrepreneurship Congress (GEC) 2022 in Riyadh – it turned to Twitter to turn up the volume. Bringing together a multitude of entrepreneurs, investors, researchers, and start-up gurus, @MonshaatSA looked to build awareness and drive registrations ahead of #GEC2022.
@MonshaatSA set out to bring the four-day event alive online via the Twitter platform – making the full agenda available for all to enjoy. This meant devising a strategy that put Twitter Live into action, first prepping its audience for the coming event.
Video Website Cards formed the first wave of activation, with engaging content to pique interest and inform audiences far and wide of the impending #GEC2022 event. Meanwhile, a Twitter Takeover ensured the event garnered maximum attention ahead of the first day.
When the event kicked off on March 27th, so did the Twitter Live Event Page. Bringing audiences four consecutive days of 8-hour coverage, #GEC2022 was watched by millions of viewers. On average, Twitter Live events increase brand Tweets by 30%, a factor that helped drive conversation around @MonshaatSA’s hosting of the event. The Live coverage was supported by a branded hashtag to capture conversations and a second Twitter Takeover drawing attention to the broadcast.
Once the event came to a close and broadcasts ceased, Twitter Video ads were unleashed to showcase the event’s highlights. Sustaining the campaign messages with engaging content kept the drumbeat going, ensuring a truly memorable GEC for all.