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In 2017, the Project Space event in Dubai gathered acclaimed space personalities from across the globe to speak to an audience of top science students in the UAE about their work and discoveries. The two-day space event was one of the most prestigious in the Arab region. The almost 1,000 attendees all had to register online, so social media advertising had a significant role to play in the success of the event.
A comprehensive social media plan was created, comprising three phases: a pre-event phase (including an advertising campaign to encourage people to register online); during the event (to establish community interactions and broadcast the event live on social channels); and post-event activities (to showcase the highlights and achievements of the event and its impact on those who attended).
The event hashtag, #ProjectSpace, trended on social media for the entire two days of the event. Moreover, the hashtag was also shown in the suggestions.
A interactive promotional plan, including videos, GIFs and social media images, was implemented to drive interactions within the social community. This provided additional exposure to the event, not only in Dubai but across the Arab region.
The effectiveness of the campaign was reflected in some of the great mentions of Project Space from international space experts and space enthusiasts, providing even greater exposure for the one-of-its-kind space event in Dubai.