Client: UBM's International Licensing Expo
Challenge: UBM asked LACED Agency’s Social Team to help promote the 2015 Licensing Expo by building “Buzz”, creating brand awareness, growing social media audiences, and increasing social engagement.
Solution: To accomplish this, LACED Agency created an integrated social media campaign utilizing original content marketing, a social media contest, and digital video spots to elevate the “The Licensing Expo” as a global brand in the social media space, and drive registrations for the largest international licensing show in the world.
Channels: Facebook, Twitter, YouTube, & Instagram
The LACED Social Media team Implemented a complete 30-Day Content Marketing Campaign across UBM’s social channels for “The Licensing Expo” brand - ensuring heavy promotion of hashtag “#Licensing15” for the 2015 Show. Content marketing included custom creative visuals and clever content; ranging from multiple daily posts, aggregated content, outreach & connection with influencers, and more.
Content marketing focused on (but was not limited to):
The LACED Social Media team created, managed, and fulfilled a social media contest that was implemented in 2 Waves for maximum exposure and promotional buzz – prior to show. Prizes included Opening Night Tickets to see 5th Harmony perform while enjoying complimentary drinks & appetizers and mingling with the top licensing talent & retailers in the world. The Social Contests were key in driving increased social engagements and last minute registrations.
The LACED Video team created two Digital Video Spots to aid the content marketing campaign in social media - and increase engagements, interactions, and shares socially. Reporting showed they were instrumental in driving last minute registrations in the final 2 weeks before the show.
Channels: Facebook, Twitter, & Instagram
On-the-ground social teams show coverage for (4) four days; documenting keynotes, special events, to celebrities and red carpet appearances, to educational sessions & licensing panels, to award announcements, to special brand reveals, to exhibitor booths & attendee connections, to the MatchMaking Service Center interactions - and every special moment in-between as they happened.
Channels: Facebook, Instagram, Twitter, & Periscope
For the Opening Night Show coverage - the LACED Social Media team utilizes Twitter’s new live stream video service “Periscope” (which had just launched two months prior on Mar 26, 2015) in order to connect viewers at home with the excitement of The Licensing Expo’s Opening Night Celebrations with 5th Harmony performing live.
During this event alone - Periscope helped drive more than 608.8K impressions in a single day on Twitter for The Licensing Expo (average for the 34-Day Campaign was 44.9K impressions per day) with hundreds of users tuning into the event to watch live video coverage, ask questions, and learn about the Licensing Expo for the first time.
“We made an excellent decision when we hired the Social & Video teams at LACED Agency to manage our social media campaign for the 2015 Licensing Expo. LACED Agency went above and beyond to ensure that every aspect of the campaign, from SM content creation to video production, was top-notch quality and always in-line with our strategic initiatives. I’m looking forward to working with LACED again in the future and would recommend them to anyone in need of help with social media and digital marketing.”
— Becca Dawson
Marketing Manager, UBM - June 2015
Social Klout Score
Social Media Marketing