Creating a powerful social media experience for the world’s social media company.

August 7, 2019 - 3 minutes read

The Challenge

The WBENC National Conference & Business Fair is the largest conference of its kind for women business owners in the U.S. It helps expand opportunities in the marketplace, with three days of robust programming featuring some of the most renowned thought leaders today. The world’s largest and most widely used social networking site attends the conference every year to meet potential partners and promote the women-owned businesses featured in their booth.

Last year, in-person interactions with conference attendees limited the amount of time and attention the client could put into their social media presence. There were many missed opportunities to document and share content. This year, they handed over their social mobilization efforts around WBENC to Birk Creative — the first time they’d ever worked with a professional external content creation team at an event — so that they could focus on the conference in real time.

The Process

Birk Creative was asked to fully manage the social media strategy, storytelling, documentation and content creation before, during, and after the conference. We hit the ground running, with a rapid-fire discovery and audit to analyze audience and internal team goals, review past engagement, and develop a relationship built on trust.

Birk Creative developed, wrote, and designed content in key categories guided by insights from our discovery. Our design process included brand asset collection, moodboard development, content category refinement, and sample post creation. We surprised audiences with immersive content, including day-of Instagram stories that highlighted women-owned businesses featured in the booth. To deepen engagement, we took advantage of in-app features — hyperlapse, boomerang, stickers, and more — and moving images and graphics.

The Results

We reached thousands of users on social media throughout the conference, with over 740 engagements across different platforms. Best of all, the conference was extra fun for the client this year. Thanks to Birk Creative’s social media takeover, they were able to ensure a fun, active booth experience for attendees — without worrying about content creation. They now have a working model of how to partner with an external agency to create authentic, meaningful content quickly and efficiently at scale — one they can apply to future events and campaigns.