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The Challenge

UBM asked LACED Agency’s Social Team to help their team build “Buzz”, create brand awareness, grow their social media audiences and social engagement, and promote the 2015 Licensing Expo. To accomplish this, LACED Agency created an integrated social media campaign, elevating the “The Licensing Expo” as a global brand in the social media space, and driving registrations for the largest international licensing show in the world.

Pre-Show Anticipation: 30 Days before Show

Over a 30-day period prior to the actual show - the Pre-Show Campaign was designed to drive brand awareness and registrations on social channels, targeting key verticals on behalf of the 2015 Licensing Expo.

Content Marketing

The LACED Social Media team Implemented a complete 30-Day Content Marketing Campaign across UBM’s social channels (Twitter, Facebook, YouTube, & Instagram) 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 areas focused on educational, show guidance, best practices for networking, how to secure new deals, top events to attend, amazing keynote & panels not to miss, teased celebrity surprise appearances & announcements, as well as what apps to use for optimizing meeting times throughout the show week.

"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"
— Becca Dawson
Marketing Manager, UBM - June 2015

2015 Licensing Expo “Buzz” Digital Video Spot

Additionally, the LACED Video team created & delivered a Digital Video Spot ‘Buzz Video” (1:30sec, :30sec, :15sec versions) and a “Countdown Video” (using brand artwork from social channels) in order to drive increased engagement & interest for the show in the weeks leading up to the 2015 Licensing Expo in Vegas.

Social Media Contest

The LACED Social Media team also 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.

"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."
— Becca Dawson
Marketing Manager, UBM - June 2015

Live Social Media Coverage

On-the-ground social teams utilizing Twitter, Facebook, Instagram for 4-Days of show coverage; 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.

Opening Night Party Coverage

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.

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