#WeDC @ SXSW

Washington DC Economic Partnership (WDCEP)
challenge
To promote Washington, DC, during the annual SXSW tech festival as the leading city in the US for innovation and inclusivity with the goal of driving businesses and economic development to DC.
solution
Conduct audience intelligence research to understand the current perception of DC on social media and find key influencers to target. Develop a strategy for paid social media ads, video, and graphics production, social media content, brand ambassador program, and on-the-ground coverage.
result
The 2017 #WeDC at SXSW campaign achieved over 125 million social media impressions and over 30 million engagements. The campaign also broke WDCEP’s record for lead generation at the annual SXSW festival.

How do you break through the noise at SXSW, one of the biggest events of the year?

You unleash the creative talent of an entire city.

For the past three years, the Washington DC Economic Partnership has come to Social Driver to promote Washington, DC as a leading city in innovation and inclusivity in the US to drive businesses to DC during the annual SXSW tech festival.

The Social Driver team started by conducting an Audience Intelligence Report to detail the current state of WDCEP on social media, understand the key influencers & stakeholders in WDCEP’s core demographics, and build a clear plan to leverage these influencers.

We then developed a creative strategy that included paid social media ad implementation, video production, graphics, social copy, a brand ambassador program, and daily online engagements with key audiences. Our team was on the ground during the festival, creating real time content and collecting stories from SXSW attendees to support the integrated event initiative. The 2017 #WeDC at SXSW campaign achieved over 125 million social media impressions and over 30 million engagements.

#WeDC Platform Activation

Facebook
Instagram
Twitter
Audience Network (by Facebook)
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