EVENTBRITE
︎︎︎RECONVENE
CREATIVE + SOCIAL STRATEGIST @eventbrite
Case Study:
Elevating Eventbrite's RECONVENE 3.0 on TikTokClient Background:
Following the success of RECONVENE 2.0, I was brought back on board to enhance and optimize RECONVENE 3.0, focusing on expanding the Creator Collective and driving broader creator acquisition.Objective:
I aimed to scale RECONVENE's reach by integrating more members into the Creator Collective, diversifying engagement opportunities, and creating a robust community experience. The goal was to connect to a larger consumer narrative for a PR hook, engage high-profile judges for credibility, and prioritize grant winners with built-in audiences and media appeal.
Strategy:
Expanding Creator Collective- Identified and recruited additional members for the Creator Collective, ensuring diverse representation across industries and regions.
- Leveraged TikTok to showcase the profiles and stories of new and existing members, creating a dynamic and engaging narrative.
Connecting to a Larger Consumer Narrative
- Developed a PR strategy to align RECONVENE 3.0 with trending topics and consumer narratives.
- Utilized TikTok challenges and trends to integrate RECONVENE into the larger cultural conversation.
Engaging High-Profile Judges
- Partnered with influencers, industry leaders, and celebrities to serve as judges for the program.
- Leveraged TikTok's duet feature to create collaborative content with judges, boosting program credibility.
Prioritizing Grant Winners with Media Appeal
- Conducted thorough research to identify grant applicants with existing audiences and media appeal.
- Featured grant winners on TikTok, showcasing their journey and encouraging audience engagement.
Investing in Higher Production Narrative Content
- Produced high-quality, visually appealing TikTok content highlighting the impact of RECONVENE.
- Leveraged storytelling techniques to create compelling narratives around mentorship, creator success stories, and community building.
Diversifying Paid & Organic Channel Mix
- Expanded the channel mix to include TikTok ads, leveraging the platform's advertising capabilities.
- Collaborated with influencers for sponsored content, ensuring a diverse and wide-reaching approach.
Tapping into Creator Collective Expertise
- Engaged the Creator Collective in curating topics and generating original content ideas.
- Encouraged members to share their experiences and insights on TikTok, positioning them as thought leaders.
Result:
Scale and Reach- Significantly increased the size of the Creator Collective, expanding RECONVENE's reach to new audiences.
- Achieved a notable increase in social impressions and reach on TikTok compared to RECONVENE 2.0.
Credibility and Awareness
- Successfully engaged high-profile judges, enhancing the program's credibility and visibility.
- Generated media coverage and PR buzz by connecting RECONVENE 3.0 to relevant consumer narratives.
Engagement Growth
- Diversified content and channel mix led to a higher engagement rate on TikTok.
- Encouraged active participation from the TikTok community through challenges, duets, and user-generated content.
Conclusion:
I successfully optimized the RECONVENE program, particularly on TikTok, by strategically expanding the Creator Collective, connecting to broader consumer narratives, and enhancing engagement through diverse content. The results not only surpassed the metrics of RECONVENE 2.0 but also solidified RECONVENE as a leading platform for creators, mentors, and the community at large.RECONVENE 2.0
17.7M Total Social Impressions3.7 Total Social Reach
16,975 Total Social Engagements
389 Unique Users Posted
634 Total Posts