SERVICES
Content creation
Video
Social media
THE OPPORTUNITY
For its annual European full-fibre industry conference, the FTTH Council Europe wanted to create a range of video content which could be recorded, edited and posted on its social media channels immediately to generate and participate in discussions taking place both in and outside of the conference hall.
THE STRATEGY
Proactive PR took a videographer and producer, as well as a presenter, to the FTTH Conference in Berlin to create a range of different types of video content for the FTTH Council Europe. As in previous years, we recorded in-depth interviews with some of the keynote speakers from the event, meeting them as they finished their presentations and chatting to them in our specially constructed studio backstage.
We augmented this longer-form content with a range of short pieces recorded on a phone camera using a handheld gimbal to ensure image quality and stability. For example, to set the agenda for the day ahead, each morning we recorded a piece to camera within the conference halls where we laid out the key issues being discussed that day and directed delegates to talks or events happening that day. See example here. As with all the short-form videos recorded, these could be edited on the spot and uploaded to social media channels in minutes, keeping the content contemporary and enabling the FTTH Council to steer the conversation happening both inside and outside of the event.
To provide an extra impetus to the council’s first ever Innovation awards we recorded quick interviews with the shortlisted companies at the start of the event. These firms could explain why they thought they should win, and those videos were uploaded quickly and released across the day before the award ceremony to maintain interest. B-roll footage of the winners receiving their awards was then cut instantly into interviews which were carried out in the exhibition hall with representatives from the winning firm. An example of this type of video can be found here. This type of content is a hugely cost-effective way of multiplying engagement with the event as each shortlisted firm or winner is then able to repost the FTTH Council video to their own followers using the hashtags already seeded.
With Proactive PR also being able to undertake posting on behalf of the client, we could supply a complete service from content creation, video editing to posting all within minutes.
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THE IMPACT
Our strategy brought effective, engaging and immediate communication with delegates at the conference and with those monitoring the event from outside.
The FTTH Council set up a screen within one of the main breakout and meeting areas in the conference centre which broadcast the latest social media posts about the event. This content was clearly seen by many delegates who gathered to watch the content.
Our work also contributed to a hugely successful week for the FTTH Council Europe on social media. During the live days of the event, reposts rose by 566.7%, reactions by 527.6%, and comments were up by a huge 1,000% on the previous week.
“Using a mix of short and long form video content helped us to engage with our audience in a dynamic and impactful way. The real-time video production and immediate social media posting not only enhanced the buzz around our event but also significantly amplified our online presence. The results speak for themselves. This is thanks to Proactive PR’s industry and digital expertise combined with its seamless integration with our team and operations, ensuring everything was delivered successfully.” Michele Nardi, Marketing & Communications Manager, FTTH Council Europe.
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