
We at Zigma8 branding and advertising agency were proud to be given the opportunity to partner with the internationally run Global Synergy business forum. This gathering would be the most attended business gathering in Iran to that date. With close to two thousand attendees expected and an online audience of tens of thousands of business enthusiasts, we were keenly aware that this opportunity to present our strengths should not go to waste. To do this, we’d be taking on not one but two challenges: firstly, to promote and brand the event, and secondly, to promote the Zigma8 brand at the event.
To reach the local business community, we chose to run a PR campaign that would highlight the event’s international might while also showcasing the event’s international guest speakers. We employed a targeted approach and shared content across social media in Iran at a high frequency. By doing this, we were able to gain a lot of interest among the budding business community. Our strategy was to help the videos go viral by creating valuable content that our audience would want to share. We achieved this by showing snippets of inspirational speeches from their previous events.
Although we were pleased that the event sold out within a short time of being announced, running social media campaigns is something we comfortably do. Beyond the fact that our Synergy Forum posts went viral—gaining up to 78,000 views per post—we were just as pleased by the fact that our faux-funeral flashmob achieved the desired effect of being shared by the attendees and guest speakers alike.
*Above the line - advertising on media that is for the most-part publicly free to access: billboards and TV for e.g.
**Below the line - advertising on media that is accessible through paid access: in-store and in magazines for e.g.