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LA Innovation Week Marketing Case Study
“LA is having a moment.” When we first sat down to discuss partnering with the Los Angeles Economic Development Council (LAEDC) for Los Angeles Innovation Week (LAIW), it was this phrase from visionary and Innovation Director, Chris Rico, that inspired and excited Elevate My Brand to become involved on the project. The task? Create awareness through a digital and social campaign around a captivating month long series of events across Los Angeles, hosted by different innovation sponsors and partners, with the goal of the becoming the next SXSW or Art Basel of Los Angeles.
DIGITAL STRATEGY
EMB’s efforts as the digital agency for LAIW concentrated on a social media and advertising campaign, with a specific focus on increasing awareness of LAIW, as well as increasing ticket sales for LA natives to attend LAIW events. Initially, LAIW had a small digital following on Twitter, just shy of 700 followers with no existing presence on either Facebook or Instagram. With less than two months to grow, Elevate My Brand put together a tailored strategy, and immediately began advertising, developing and executing social campaigns, influencer partnerships, and day-to-day operations across every digital platform. We teamed up with several influential innovators throughout LA county including Chris Denson with Innovation Crush and the team at California Technology Council for radio and digital growth, as well as content creation. Those strategic partnerships resulted in a collective 120 million digital impressions in that truncated timeline.
In just under two months, LAIW blew its goal of 50 live events out of the water, ending the month with 160 total events, a 300% increase and growth over LAEDC’s original projections. Further, EMB’s strategic audience targeting grew LAIW’s social media accounts to a collective audience of over 160,000 direct impressions.
High points included:
- Facebook and Instagram engagement increased by 10,000 interactions from the first month to the second month.
- Social advertising on Facebook and Instagram had a combined total of almost 100,000 impressions from just five ads that ran throughout the two-month period. The most successful ad set had a cost-per-click of $0.33 with a total ad spend of only $676.00.
- Instagram sponsored posts reached 50,000 users in only 10 days, with an ad budget of $15/day for the event’s new account, and hit triple digit followers within one month.
- Twitter impressions alone grew from 7,000 to 60,000 for the two-month period before and during Innovation Week (s).
- The unique hashtag, #LAIW2015, was used 43,000 times across all social platforms before and during Innovation Week(s)
"It is with great pleasure, and a debt of gratitude, that I recommend Laurel Mintz and her team at Elevate My Brand. When Laurel and her team signed on to my vision to create a massive, countywide innovation celebration, no one knew that it would grow to encompass 160 events over 22 days. EMB's excellence and dedication were instrumental in creating the juggernaut that is Innovate.LA. Through their digital marketing strategy and leadership we were able to achieve a staggering 43K hashtags used and 120 million total impressions for #LAIW2015.”~ Chris Rico
Clearly, LA’s moment has arrived, and EMB looks forward to even more exponential growth for #LAIW2016.