The Challenge
With a world-class reputation but inconsistent past performance, Singapore FinTech Festival needed more than impressions. We took on the challenge to get them the results.
Previous efforts struggled with diluted channel focus, low creative engagement, and weak attribution. The team knew their audience was out there, but they weren’t converting at scale.
The Situation
The event’s scale was massive. So was the opportunity. But ad performance didn’t reflect that yet.
- Meta was under-leveraged despite its potential to drive registrations and email leads.
- Google Search suffered from intense competition, eating into budgets.
- YouTube and Display lacked creative firepower early on.
- Attribution was fragmented due to platform limitations.
The Breakthrough
We took a platform-specific, full-funnel approach:
- Meta became the primary acquisition engine. We used high-performing creative themes like price increase alerts, speaker features, and agenda teasers. One retargeting campaign alone generated 827 registrations and a 262.8% ROI.
- YouTube was totally reworked and dramatically outperformed the original content, adding 651 000+ video views to the retargeting pool.
- Google Search drove 36 000+ TOF clicks, helping build a qualified retargeting base despite fierce bidding wars.
- Google Display delivered over 117 000 visitors at a cost-effective $0.20 CPC, nurturing interest throughout the journey.
Strategic creative swaps, better sequencing, and tighter budget allocation made the difference.
The Takeaways
- Creative sequencing changed everything: Speaker videos with recognizable faces and stronger trailers worked. Earlier deployment would’ve meant even more upside.
- Platform synergy wins: YouTube grew the retargeting pool. META converted it. Search fueled both.
- Attribution matters: A fragmented tracking setup held performance insights back. A tighter system would unlock faster scaling.
- Creative drives CPC: Branded doesn’t mean boring, but it can quickly be too plain. Attention is currency in paid media, and bolder ads help to scale.
