To usher in the return of its International Beauty Show (IBS) New York, Questex partnered with Park & Battery to rapidly create buzz and momentum, spike registrations and drive attendance. Park & Battery spun up an omnichannel strategy to engage the beauty professional community with impact and create a powerful sense of FOMO. At the core of the initiative was a targeted influencer campaign across Instagram and TikTok with some of the most followed and engaged beauty and wellness professionals in the industry – empowering them with scripts, graphics and inspiration to speak to their audiences about IBS New York.
The company also used targeted digital display, streaming audio and podcast advertising on Spotify, with spots running during regular programming as well as on popular specialty podcasts. Park & Battery also worked with the Questex events team to increase the urgency and FOMO factor of their own multichannel marketing promotions.
IBS featured tens of thousands of attendees, thanks to nearly 9 million social media impressions and record engagement, in addition to millions of digital and streaming impressions.