World Business Forum Sydney x Ardent Communications

The Objective

As an annual two-day event bringing together executives with industry-leading minds and ideas, the World Business Forum (WOBI) focuses on issues most relevant to today’s businesses. With their upcoming event in Sydney, WOBI needed to raise event awareness and generate registration interests amongst c-level executives. Partnering up with digital marketing agency, Ardent Communications, they wanted to test the impact of targeting business professionals on TikTok. By leveraging visually engaging creative content and exploring the suite of solutions available on the platform, they hoped to acquire high-quality leads across diverse business sectors.

The Solution

Using a Rich Content Form in a Lead Generation campaign, WOBI and Ardent Communications created informative and engaging forms which not only allows engaged viewers to learn more about the World Business Forum’s event through structured content blocks, but also provide their information to register their interest. On top of sharing information to keep users engaged and interested, the Rich Content Form allows advertisers like WOBI to instill confidence through FAQs, testimonials and more.

To reach their targeted users, Ardent Communications leveraged Spark Ads with Lead Generation objective to boost visibility on their well-performing videos, targeting business professionals on TikTok through Interest and Behaviour Targeting settings. By reaching users based on relevant long-term interests and interactions with similar TikTok content through Interest & Behaviour Targeting, WOBI’s videos would reach users who are more likely to engage with their videos. Smart Targeting was also applied to reach users who are in relevant proximity to their event location in Sydney and expand beyond Interest and Behaviour Targeting, hence maximising their advertising budget on users who are more likely to be attend the event and improving performance of the campaign. 

With 2 multiple-choice questions, 1 short answer question for email information and 5 other fields for users to provide their personal information (e.g. name, job title and company name), WOBI’s Spark Ads campaign with the Rich Content Form was set up to generate as many leads for their next event as possible.

The Results

Ardent Communications’ campaign for WOBI acquired leads across various business sectors from over 51K impressions made. The campaign recorded a Conversion Rate (CVR) of over 11.9%, well above average, and reduced their target Cost Per Lead (CPL) by 70%. The campaign recorded a Conversion Rate (CVR) of over 11.9%, well above average, and reduced their target Cost Per Lead (CPL) by 70%.

Videos used in the Spark Ads, which included scenes of speakers' presentations, topics discussed, attendees networking and some testimonials, generated a lot of excitement and highlighted the quality of the event and the high profile of the attendees. Such effective creatives, when combined with an engaging Rich Content Form, was able to nurture interested users through a journey of awareness and consideration, hence improving the results of the campaign. As a digital marketing agency, Ardent Communications’ campaign with WOBI is a proof of concept in using TikTok to reach mature audiences, allowing them to craft better informed strategies for WOBI and other similar advertisers in the future.