There{4} Teen Gathering: 2021 Event Promotions

November 17, 2021 | By beraadmin | Filed in: blog.

BrandEra worked with nonprofit, There{4} Teen Gathering, to reposition its signature event during the COVID-19 pandemic. Our team gave its “brain power” and consulted on virtual event planning and promotions. We also handled all social media advertising. The BrandEra team sat in on vendor meetings, edited shot lists, attended partnership meetings, advised on merchandise and so much more in advance of the event.

Leading up to the event, BrandEra created a two-stage social media campaign. The first stage was in November 2020. We separately targeted teens and pastors in primary markets using the client’s hefty email list. Our team also set-up a website pixel for future retargeting. That brief campaign delivered 650,00+ impressions and 2,300+ unique link clicks.

Then, as the event drew nearer, the second round of social media advertising began. In this two-week stage, we targeted teens and pastors again, but also started an aggressive retargeting campaign which captured website visits during the prior 90 days. Interestingly, social media targeting of the pastor segment delivered more than 440,000 impressions and 3,000+ link clicks.

This event took place on February 19-20, 2021, which was in the middle of a once-in-a-lifetime snowstorm in Dallas-Fort Worth. At the last minute, event plans had to be changed, and our team helped There{4} leadership navigate decisions about changing the streaming location of the conference from Texas to Georgia. Speakers, worship groups, production crews, catering, hotels and more, all had to be changed on a dime to accommodate the weather-dictated location change.

The great news is that the event was a success! Well over 9,500 streams were recorded during the livestream and rebroadcast timeframe.