Case Study
Events
Launching "Let's Pet" – A Successful B2C Pets Event
Lets Pet is a first-of-its-kind B2C event celebrating the emotional bond between pet owners and their pets. It aimed to provide an engaging platform for pet enthusiasts while collaborating with pet brands and associations. The event combined emotional storytelling with strategic marketing to create a memorable experience for all attendees.
Objective
Footfall Target: Attract 1,800 paid attendees to the event.
Lead Generation: Build a high-quality database of over 5,000 pet enthusiasts.
Conversion Rate Goal: Achieve at least a 30% conversion rate one month prior to the event.
Profitability: Maintain par profitability despite being a first-time event.
These objectives were designed to ensure not only a successful launch but also to establish Lets Pet as a benchmark for future B2C pet-focused events.
Strategy
The strategy revolved around a robust 360-degree marketing plan with a prime focus on performance marketing and data analysis:
Performance Marketing Campaigns: Campaigns targetting pet owners through digital ads, generating 3,500 leads in three months. Remarketing efforts via email and WhatsApp nurtured these leads, achieving a 40% conversion rate by one month before the event.
Data-Driven Adjustments: With one month remaining, the team introduced an early bird discount, leveraging rapid follow-ups to convert interest into ticket sales. This boosted conversions significantly.
Engaging Contests: Two weeks before the event, contests like Instagram selfie shares and radio giveaways sustained buzz and attracted last-minute attendees.
Partnerships: Collaborations with pet brands, local associations, and media amplified reach and credibility.
This data-driven approach ensured continuous lead generation, high engagement, and exceeded footfall targets while maintaining profitability.
Key Results
Footfall: 2,500 paid attendees (38% above the target of 1,800).
Leads Generated: Over 5,000 leads; 3,500 from performance marketing campaigns alone.
Conversion Rate: Achieved a 40% conversion rate, surpassing the initial goal of 30%.
Profitability: Maintained par profitability despite being a first-time event.
