ad:tech boosts event ticket sales from all the content they share on social and email with Openr

ad:tech were looking to turn the high level of engagement in the content they shared into ticket sales for a sell-out ad:tech London event

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“Openr is a very smart tool that helps marketers achieve the holy grail of converting engagement into sales”

Caitlin Brady, ad:tech Marketing Manager

The highlights:

The team behind the renowned ad:tech brand we’re getting great engagement with the content that they created and shared, but in the run up to the infamous London event they wanted to convert this engagement into ticket sales, and Openr was the answer.

  • They changed all the content links they were sharing on social into Openr links so that every piece of shared content featured an Openr promoting the event with a link to the booking page.
  • Their Openr message copy and call-to-actions were creatively relevant – with copy being linked directly to the content being shared (see example below).
  • They expanded the use of Openr into the content shared in their fortnightly newsletters

Across the weeks leading up to the event promotional messages were seen over 700 times with some messages getting an outstanding 20% click through rate to the booking page.

The full success story:

About ad:tech

ad:tech London is an annual event for forward-thinking, innovative brand marketers, agencies, media owners and tech providers to discover what’s new in the advertising industry. The event has more than 130 exhibitors, a packed agenda of keynotes and panel discussions, and attracts more than 4,000 attendees over just two days.

About the challenge

The ad:tech London team had thoroughly embraced content marketing as a core strategic pillar of their marketing to promote the event – creating and curating video interviews, news, analysis and opinion through their content platform iMedia and beyond. All this content was also promoted across a range of social media channels. However, whilst this content proved a great engagement tool and helped to create a community around the event, the team wanted to  convert that engagement into actual bookings to attend the exhibition and conference, and that’s where Openr came in.

Campaign objective

To convert great content engagement into event bookings to attend ad:tech London in October

Working with Openr

For the run up to the event, the ad:tech team changed all the content links they were sharing on social into Openr links – so that every piece of content they shared would feature an Openr that promoted the event with a link to the booking section of their website. They made their copy and call-to-actions in the Openr specifically targeted to the content they were sharing. For example if they were sharing a news story about ad-blocking, the Openr message  was focused on content, speakers, and sponsors at ad:tech related to ad-blocking. This meant viewers were most likely be interested and want to click through to find out more.
The team also included Openr links in their fortnightly newsletters from their content platform iMedia and once again these links were targeted to help cross-promote the event.

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Results

By using Openr across all the content they shared on social in the run up to the event, they generated over 700 views of their Openr message promoting the event. In addition, they achieved a strong 3.6% click through rate to the ticket booking page across the whole period, with some links exceeding 20% CTR!

A word from ad:tech

“Openr is a very smart tool that helps marketers achieve the holy grail of converting engagement into sales. It allows you to quickly and simply target marketing messages based on the type of content you share. It’s a very impressive tool that has helped us get the most out of the content we create and share.”



Openr is a social-sharing marketing tool, used by thousands of digital marketers to drive real results from the content they share on social. If you fancy more traffic, more sales, and more leads from all the content that you’re already sharing on social sign up for a free trial

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