The best campaign I’ve worked on at IPSE was a campaign to generate interest in our annual flagship event, National Freelancers Day. The goal of the event is to celebrate all things freelance, which meant that the promotion around it could be fun and uplifting. The campaign ran for several months leading up to the event and during the event itself, which meant that it had to be multi-faceted and consistently engaging – a good challenge for me!
This campaign ran in stages, starting out with general messaging announcing the event, what to expect, and how to get tickets and eventually moving into a more narrow and targeted approach. These were paired with graphics made by our wonderful graphic design team and some by myself, which aligned with the colourful branding style that had been chosen for the event. These were then used in our social posts and sent to sponsors, ambassadors, and partners who helped us by increasing awareness through their own channels. Following this, we ran a competition for a pair of free tickets, where people simply needed to share our competition social post to enter. This helped us generate a buzz and further increase our reach – through this competition we had many people engaging saying they didn’t previously know this event existed and were excited to find out about it! As the event grew closer, we narrowed down specific audiences and the aspects of the event they would be most interested in, this way we could finish with a more targeted approach and develop more messaging and graphics catered to these groups. Finally, on the day we encouraged people to share their own posts using our hashtag and we made use of live features on social media. Overall this was a huge success for the event itself but also for our organisation as a whole!