TEDxBucharest, 10th Edition
Project: Development and execution of a campaign and communication strategy for the 10th edition, themed "Crossing Boundaries." Challenge: This edition marked the first two-day TEDxBucharest event in Romania, prompting the organizer to seek a new strategic direction for their communication efforts to facilitate growth. Solution: Following an extensive brand audit, we created a communication matrix. We identified different interaction types associated with various communication advertisements (Explorer, Planner, Connector, Follower, and Opportunist) and aligned them with three key micro-moments (I want to know, I want to do, I want to buy) that outlined their expectations, challenges, communication channels, and touchpoints. This approach allowed for more efficient communication, enabling us to produce tailored content for each micro-moment and interaction type. Thus, the slogan "Because you don’t just happen" was crafted, encapsulating the essence of Crossing Boundaries. The event achieved a sell-out status one week prior to the start date and saw a ticket sales increase of 250% compared to the previous year. The communication campaign resulted in a +24.95% increase in website traffic compared to the last edition, +125.80% more page views, +76.52% additional pages per session, over 300 media mentions, and more than 60,000 unique social media engagements. Deliverables included: Communication strategy, communication concept, campaign implementation, PR and influencer marketing, social media management, content marketing, and team oversight.