Using storytelling to rapidly build an engaged audience primed for ticket sales WhyDesign

Celebrating a sold out event for its third year, WhyDesign delivers a knock out campaign in just 4 weeks.

WhyDesign is an initiative set up by Kim Mackenzie-Doyle during her tenure as President of the IDI Ireland to promote gender balance within the design industry across Ireland.

Now in it’s third year running, the annual event was eager to launch a digital awareness campaign, to both drive sales of the event, as well as to build a portfolio of engagement KPIs to support funding for year round activity.

83%

Direct or Search Traffic

4 Weeks

To deliver a sold out event

62 cent

Cost per link click

With a runway of only four weeks, and key decisions yet to be made, Sister worked closely with Kim to identify the key audiences from both the previous events, as well as new online market opportunities. Building out the value propositions, we designed a digital campaign with storytelling at its core.

Through a series of interviews and photo stories with real day-to-day designers, leading creative agencies and digital influencers, we aligned WhyDesign with their target audience segments. Through a robust pre-event experience, we activated potential attendees to take notice.

4 weeks before the event, we drove a Facebook ad campaign, bringing customers through an awareness to purchase funnel.

Regular reviewing and tweaking our ad sets with the content created allowed us to drive a CPC of €0.64, and ultimately a sold-out event turnaround from conception to execution of 4 weeks.

Each attendee left with a custom WhyDesign x Bean and Goose Irish chocolate bar

This campaign included campaign management, content creation, photography and Facebook ads. To find out more about our Sister Digital Strategy Programme click here