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Social Media Campaign + Video

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.

30 Days before Show

The Pre-Show Campaign was designed to excite audiences, drive brand awareness, and increase registrations on social channels - while targeting key industry verticals.

Content Marketing

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):

  • educational about licensing industry
  • show logistics & guidance for 1st time attendees/exhibitors
  • best practices for networking - pre, during, and after the show
  • how to secure new deals successfully
  • top events to attend at the show
  • highlights from amazing keynote & "not to miss" panels
  • teasing celebrity surprise appearances & BIG brand announcements
  • what apps to use for optimizing meeting times throughout the show week
  • licensing success stories from past shows

Social Media Contest

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.

Digital Video Spots

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.

  • LE 2015 "Buzz" Video (in 3 formats; 1:30sec, :30sec, :15sec versions)
  • “Teaser Countdown” Video (social media brand content & video motion graphics)

Watch 2015 Digital Video Spots

LE 2015 "Buzz" Video (1min.)

“Teaser Countdown” Video

Show Begins: 4 Days on-site social media coverage

Social media coverage from the ground was essential in driving an enhanced show experience for attendees, exhibitors, and special guests.

Social Media Event Coverage

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.

Opening Night Party Coverage

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.

The Results

Social Media Campaign Reporting, Metrics, and Analytics - How did we do?

“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

Top Level Highlights

Social Media Campaign Time = 34 days total

Areas measured:

Content Marketing: 1,237 pieces of content created & distributed

Visibility: (No Media Spends) All Activity was Content Marketing Driven - organic only*





Audience Growth: (all SMM Channels combined)

Engagement Growth:





Event Registrations:

Cross Channel Social Value & Credibility:

Social Klout Score

LACED Agency Services Rendered:

Business Units designed to deliver specialized expertise to meet your campaign needs.

LACED Agency Services

Social Media Marketing

  • Social Media Strategy: defining who, what, & how we will accomplish your goals
  • Content Marketing: writing original posts & aggregating news/partner posts
  • Creative Production: design services for original visual posts
  • Social Media Management: day to day duties
  • Social Media Contest: creation, design, deployment, tracking, & fullfillment
  • Social Media Analytics: tracking, measuring, & reporting
  • Social Media Event Coverage: images, videos, & live posts from your event


LACED Agency Services

Video Services

  • Video Editing
  • Special FX
  • Motion Graphics
  • Sound Design
  • Optimization for all digital platforms


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