BRIEF

We need a team of senior copywriters to join us in piloting a new approach to marketing our expos around the world.

The client, one of the world’s largest exhibitions companies, wanted to test out a more centralised model for the email campaigns it depended on to drive visitors and exhibitors to its shows.

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SOLUTION

Our team of four copywriters worked side-by-side with the client for six months, collaborating with in-house analysts, designers and marketing teams. Together, for each show, we developed compelling value propositions and sophisticated campaigns built on customer insight, with A/B testing.

By working fast and streamlining processes, we freed up time to provide further support, developing social media campaigns and running workshops on writing technique and audience profiling. We also gave strategic guidance on implementing the new model.

 

 

OUTCOMES

More than 500 separate emails written and delivered to an insight-based plan, on time, with content connected across channels and platforms.

Measurable gains in email performance metrics, shorter, simpler, clearer and more targeted emails and a better experience for audiences.

New knowledge and skills shared with client marketing teams and a more effective, collaborative way of working demonstrated.

A continued partnership with the client to implement the model we piloted.

It’s been amazing working with you — we couldn’t have done it without you
— Client head of digital
ZING! :)
— A show director applauds our emails in a one-word email

Contact us to find out more about this project and our work in brand messaging