TEDxSanDiego brings together a collection of doers and thinkers, innovators and creatives, explorers and visionaries, teachers and learners, then seeks to illuminate, inspire and activate those individuals as a way to expand horizons, change perceptions, incite action and foster new connections.
TEDxSanDiego is a not-for-profit, volunteer-driven organization. We were approached to help them understand Facebook advertising on a more strategic level. There was no tracking in place, no audience segmentation, and only “boosted posts” happening at that time.
Our first project with TEDx was to help advertise a niche “salon” event called Revelations: revealing the foundations of life, explores the subject of human biology, from inside the research lab to the world of applied biology.
First, we installed the Facebook pixel on both the website, and the eventbrite page where tickets are sold.
We created a Facebook event to leverage the RSVP angle, so when someone hits “Interested” their network sees it, and this function allows us to retarget them as well.
It was important to try and create audiences that would be interested in this specific niche event. We broke out the groups by interest/topic to test who would convert the cheapest or most often. For example: Cellular Biology VS Neuroscience.
Then we created retargeting audiences based on pages people were visiting, such as the landing page for the event itself.