Event Social: CES

The ask: Create a strong paid media plan to support Deloitte's presence at CES while increasing page visits YoY after a low performing campaign the year prior.

The how: I had a holistic approach with promotion spread between newly created video, eminence, and polls. I utilized a different set of channels and ad formats. Twitter (promoted polls, video, and tweets), LinkedIn (carousel ad and video), and Instagram (story ad). This was the first time the brand agreed to put paid support behind Instagram Stories Ads. I worked with the in-house creative team to ideate on and produce a 15-second spot that would resonate with a targeted Instagram audience that followed @CES.

The results: The Instagram ad alone resulted in more page visits than all paid social from the year before with just a fraction of the previous year’s budget. Web visits grew 116.8% YoY and engagements grew 659% YoY.