PEI: The challenge
PEI Media approached Formative Content to cover its Infrastructure Investor Global Summit event in Berlin. The Summit brings together the whole infrastructure ecosystem and is attended by more than 1,000 institutional investors and other members of the global infrastructure community.
Across the two days, attendees have the opportunity to be involved in hands-on workshops and listen to sessions addressing key strategic and operational challenges for the industry. PEI needed to capture the highlights and share the event experience to a relevant audience. The content created was used to attract and retain registrations and showcase the value that attendees receive, as well as raise awareness of the event to a broader audience.
Attracting new audiences through event coverage
Our approach
In advance of the event, we carried out influencer research and produced content that was shared through social media channels to raise awareness.
At the event itself, our team created fast-turnaround session summaries, graphics and video interviews that were optimised for social sharing. All content was distributed organically through social channels and through targeted paid campaigns.
Thought leadership and event storytelling for key audiences
The outcome
Our team created hundreds of tweets, more than a dozen videos and nine blogs relating to the event in just a couple of days on site. With concerted publication of high quality, high volume tweets (referencing sponsors, key attendees and companies attending) Infrastructure Investor Summit increased organic Twitter engagement by 574% from the previous year.
Our paid social campaigns achieving in excess of 71,000 engagements; the content we produced for PEI resulted in #IIGSummit trending on Twitter in Berlin during the event.
Delivering key messages through high volume social
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