As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies. CREDITS Client: ADWEEK Project Director: Julian Gamboa Project Team: James Chen, Danial Golforoush, Stephanie Tsai, Kelly Zabors

1. KELLY ZABORS, JAMES CHEN, DANIAL GOLFOROUSH, STEPHANIE TSAI
PROJECT DIRECTOR: JULIAN GAMBOA

2. GOALS METRICS CAMPAIGNS END
“Adweek is the leading source of news and insight serving the
brand marketing ecosystem. First published in 1979, Adweek’s
award-winning coverage reaches an engaged audience of
more than 6 million professionals across platforms including
print, digital, events, podcasts, newsletters, social media and
mobile apps. As a touchstone of the advertising and marketing
community, Adweek is an unparalleled resource for leaders
across multiple industries who rely on its content to help
them do their job better.”
COMPANY’S MISSION STATEMENT

3. 1. Increase event awareness and attendance
2. Engage audience through Adweek’s coverage
3. Generate buzz around content
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CAMPAIGN GOALS

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METRICS AND INITIAL OBSERVATIONS
Facebook
Individual posts vary.
585,000 likes
LinkedIn
Mostly external articles.
929K followers
Instagram
+Engagement – funny posts.
217K followers
Twitter
Mostly external articles.
596K followers | 74K Tweets

5. 1. Make a livestream
2. Utilize social media features
3. Create a buzz
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OUR THREE SUGGESTIONS

6. Show them what they want
#AdweekAt(Event Name)
Example: #AdweekAtCannes
Pre-event coverage of the event setup.
Livestream from Adweek headquarters
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LIVE STREAM THE EVENT

7. #AdweekAtCannes
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8. INSTAGRAM BUSINESS FEATURE
Instagram shop feature allows for businesses to link
to websites and products instantly
• Linking tickets to posts quickly sends potential
customers to the right sites.
• Integration of Adweek with social media platforms
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“SHOPPIFY” SOCIAL MEDIA

9. Brandweek Tickets
apply now
>
“SHOPPIFY” SOCIAL MEDIA
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10. SOCIAL MEDIA COMPETITONS
Not everyone knows about these events– introduce
them to the nominees
Social media users might not leave their platform
Engage them and involve them
BATTLE OF THE ADS
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BATTLE OF THE ADS

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14. EXPERIMENT!
Promote unique and creative ideas
while engaging users
Use social media as a space for innovation
Focus on authentic advertising.
Demonstrate Adweek’s award-winning
coverage by creating a buzz.
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KEY TAKEAWAYS

15. QUESTIONS?
THANK YOU
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