It started with a hypothesis: if we could build upon the success of past skilling-focused events with an added focus on audience segmentation, we could create a best-in-class experience for multiple customer roles at once. Thus was born AI Skills Day, a one-day, multi-track digital learning event.

I was tasked with developing the full creative bill of materials, from campaign assets to landing page, demand gen, and social content. Immediately, I recognized the opportunity to apply the overall event strategy to our creative approach, spearheading the creation of two separate suites of assets, one tailored toward our business decision maker audience and the other aimed at our practitioner customers.

With design support from our agency partners, I led all creative direction and wrote all copy across the event landing page, nine unique registration pages, 27 demand generation emails, and organic and paid social.

The result was cohesive yet distinct creative that met each audience on their home turf, appealing directly to their specific challenges and opportunities. In segmenting the campaign assets, we were able to convey the overall ethos of the event itself. This approach proved incredibly successful, with our paid campaign seeing a CTR 79% above industry benchmarks and the event driving nearly 2.3K net new leads.