TCS European Business Summit: The challenge
As a Strategic Partner of the European Business Summit, Tata Consultancy Services aimed to grow share of voice and brand awareness among a select audience of busy, high-profile executives, both on-site at the event itself and following on social media channels.
This event brings together government and business leaders from around the globe, and we wanted to draw on its power as a thought leadership showcase. We built on the overarching theme of digital transformation to help TCS engage with C-suite executives.
Fast-turnaround, targeted event coverage
Our approach
Creating a buzz ahead of the event was key. Using our bespoke social listening and analysis tools we pinpointed the topics and platforms that would resonate with the summit’s audience. We identified micro-influencers and C-suite executives from selected industries and geographies and tailored our content to them.
Our team of senior writers created pre-event thought leadership articles aligned to TCS’s messaging, and social videos shared on Twitter and LinkedIn provided a snapshot of what was to come.
During the event, our dedicated team on the ground in Brussels and back in the UK ran a live blog, wrote fast-turnaround session summaries, and created graphics and multiple soundbite videos.
We built engagement that continued after the event through campaigns on Twitter, LinkedIn and Instagram. A highlights video and post-event articles also prolonged impact and drove people to our custom-built TCS microsite.
Paid and organic event awareness campaign
The outcome
More than a thousand targeted LinkedIn followers were reached with our stand-out content, which enhanced TCS’s brand and generated interest among existing and prospective customers
High quality content and conversation drove more than 620,000 impressions on LinkedIn and Twitter and 22,000 video views with our digital newsroom approach, building momentum that continued after the close of the summit.
Engaging, accessible content boosted likes and retweets, which peaked over the weekend and drove a 50% hike in engagement month on month
Since our work on the European Business Summit, we have been asked to replicate our successes at other TCS events.
Brand-building using video, visuals and text
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