Our B2B social media team managed the first event, promoting it with channel-specific content plans, engagement guidelines and creative campaigns. Meanwhile, the content team produced monthly newsletters for Innovate Finance subscribers to build momentum in the lead-up to UKFW. The team also provided support on associated and partner-run events, as well as the annual Innovate Finance Global Summit.
The third element of our approach was an ambitious PR strategy that built upon Innovate Finance’s fintech expertise to raise awareness of UKFW among key media. The team also organised message-led interviews with the lead spokesperson during the week itself. After months of work leading up to UKFW, the results exceeded expectations.
In the three-month lead-up to UKFW, the team secured in-depth interviews with key Innovate Finance representatives in six tier one media targets, including The Financial Times, The Fintech Times, FS Tech and P2P Finance News.
We also generated five national media hits, each including unique UKFW mentions, and 42 trade publication hits including 66 mentions of UKFW. Overall, we managed to secure 121 instances of Innovate Finance’s key messages in the media. The social strategy was also a huge success, with #UKFW trending on Twitter and over 4.6 million social impressions – including 4,700 engagements over the week itself.