Meta Ads were used to attract an audience, whilst creative assets became the main communication tool. At the start of the advertising campaign, materials from the previous year were used to drive traffic straight away, whilst new advertising content was being prepared in parallel for this year’s event.

The main focus was gradually shifted to the forum’s speakers. Separate creative options were developed for each new speaker, tested in adverts, and those yielding the best results were scaled up. As a result, the advertising campaign was constantly updated as new speakers were announced and newsworthy developments surrounding the event emerged.

We also made separate use of interviews and video footage featuring the speakers. From these, we identified key messages and insights and adapted them for use in the advertising creatives. In this way, we communicated not only the fact that the forum was taking place, but also the specific value of attending — the opportunity to gain new knowledge, hear from industry practitioners and meet the speakers.

In terms of targeting, we focused on an audience already interested in investment and business. We tested Lviv and other regions of Ukraine separately, analysing audience response and the cost of acquisition.

Throughout the campaign, we continuously analysed which creatives and audiences generated the highest number of quality leads at the optimal cost. We deactivated underperforming groups and reallocated the budget to channels that were consistently delivering results. The benchmark was a cost per lead of around $15.

Ads featuring recognisable speakers and public figures proved to be a particularly effective tool. They helped draw additional attention to the event and generate a significant number of enquiries at a lower cost, even with a limited advertising budget.



Thus, the advertising strategy combined the constant updating of creatives, collaboration with speakers and their interviews, precise audience segmentation and performance-based budget optimisation, which enabled the consistent attraction of potential participants and the scaling up of ticket sales.