Paid Media Campaign for the Global Leadership Summit
As Creative Director, my role involves leading the ideation and execution of compelling advertising campaigns. Recently, I spearheaded a multifaceted ad campaign for the Global Leadership Network's flagship event, The Global Leadership Summit (GLS24). This project required dynamic, evolving creative strategies to engage diverse audiences at different stages of the marketing funnel.
Project Overview
The objective was to create a robust ad campaign for GLS24, with a new creative direction every four weeks to maintain audience engagement. Each phase of the campaign targeted four distinct audiences: general marketing list/website visitors, past attendees, the general public at the main campus, and the general public at host sites. The ads were tailored to each stage of the funnel: awareness, consideration, and decision.
Project Highlights
Visual and Messaging Consistency
Ensured the visuals aligned with GLS24’s style guidelines, utilizing a consistent color palette, typography, and imagery. The messaging focused on the transformative nature of the event and its high-profile speakers, effectively connecting with the audience’s needs.
Engaging Creative Elements
Used high-quality images, videos of speakers and Summit experiences to evoke a sense of community, growth, and inspiration. Incorporated calls to action that were clear and concise, directing users to explore ticket options and secure their spots.
Adapted the creative elements based on performance data from the first two phases, which led to significant improvements in audience engagement and ticket sales.
Iterative Improvement
Sold-Out Success
At the start of Phase 3, we achieved a significant milestone by selling out the studio audience, demonstrating the campaign's effectiveness and the strong interest in GLS24.
Key Responsibilities
Concept Development: Collaborated with the client to understand the event’s vision and developed creative concepts that resonated with the target audiences.
Creative Direction: Led the creative direction across all campaign phases, ensuring consistency with GLS24’s style guidelines while infusing innovative and engaging elements.
Team Leadership: Managed a team of designers, copywriters, and media partners to execute the campaign effectively.
Performance Analysis: Worked closely with paid media partners to analyze ad performance and iterated the creative direction based on their recommendations.
Landing Page Design: Designed and led the creation of the landing page where the ad campaign drove traffic, ensuring a seamless user experience and effective conversion.