Fast turnaround social video and thought leadership – Formative Content

FundForum: The challenge

Informa is a leading business intelligence, academic publishing, knowledge and events group. The company wanted to find innovative ways to engage their specialist audiences at the world-leading global asset management event, FundForum International. Formative worked on site to create specialist, engaging content for the on-site audience, as well as the broader audience interested in FundForum commentary and news.

Attracting new audiences through fast-turnaround coverage

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Our approach

Formative Content designed and built an interactive content hub to host and deliver news coverage of the conference, developed before and during the event. The coverage included session summaries and fast-turnaround blogs and video interviews with influencers speaking about key issues on the subject of fund management.

We created a range of written and video content that was uploaded to the FundForum microsite and to associated FundForum social media platforms before, and during, the event. Our on-site team filmed more than forty videos across the two-day event.

Many of the articles written by ‘FundForum’ on the content hub have been written by our writers. Alongside the live Content Hub, we also created additional layers of content, including an e-book.

Event thought leadership focused on key audiences


The outcome

For the FundForum this was an entirely new way to drive interactive online engagement as they had not developed this type of approach to owned content previously.

During the week of the conference, Twitter saw follower growth of 5%, Facebook likes grew by 9%, and the live blog received thousands of views. Live blogs are a particularly adaptable and successful way to engage audiences,  particularly during live events.

Event activation with live blogging and fast-turnaround video

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