Social media strategy
Live event coverage
Video content creation
Abu Dhabi International Petroleum Exhibition and Conference - the world's most influential Oil and Gas exhibition and conference held annually at Abu Dhabi under the patronage of H.H. Sheikh Khalifa Bin Zayed Al Nahyan, President of the UAE. ADIPEC attracts over 95,000+ industry professionals yearly, with over 30 national and international participating companies. It is the meeting point of the world's top oil and gas industry professionals from around the world.
A brand and an event that is not for the masses, the brief was to reach a niche audience of participants, exhibitors and sponsors within the oil and gas industry with a brand-centric social media strategy and roll-out.
A full-fledged social media campaign was launched few weeks before the event, enticing the audience with rich media formats for posts, engaging them with frequent conversations, covering the actual event through Facebook Live, creating recap videos of each day and most importantly, engaging a younger audience by adopting hashtags: #ADIPEC2016 and #ADIPECLIVE
- #ADIPEC2016 was trending ‘No 1’ on Twitter in the UAE
- 2,540% increase in engagements on social media posts
- 138,000+ total video views
- 6% engagement rate on Twitter (industry standard is: 0.5-1%)
- 8.6% engagement rate on Facebook (industry standard is 1-3%)