Skillsoft

Perspectives 2020 Conference

Project

Paid Media, Analytics, Video Post-Processing, Copywriting, Design, Social Media

Client

Skillsoft is a leader in digital learning software, and hosts an annual conference: Perspectives. Due to the coronavirus pandemic in 2020, the entire conference needed to be reimagined to enable people from around the world to attend, engage, and connect with each other. A major part of Skillsoft’s annual strategy, ensuring Perspective achieved its target sign up and attendance rates was Saltwater’s main goal.

Challenge

Due to the coronavirus pandemic in 2020, the entire conference needed to be reimagined to enable people from around the world to attend, engage, and connect with each other. A major part of Skillsoft’s annual strategy, ensuring Perspective achieved its target sign up and attendance rates was Saltwater’s main goal. The promotional campaign leading up to the conference was massive, which presented challenges as well as opportunities.

Solution

To accomplish the sheer scale of the effort, we rolled the campaign out in phases. Keeping track of which messaging was being served to each persona at any given time increased the media management needs of the project, but it also allowed our media team to report performance metrics back to our creative team throughout the campaign. Because assets rolled out in phases, the media team was able to gain insights into what creative was working or wasn't, which informed our creative production for the latter phases. For placements with repeat deliveries to the same audience, particularly email, we created multiple iterations to keep messaging fresh throughout the campaign. We updated all assets as we drew closer to the conference, tapping into the urgency of the pending event. And during the event itself, we had specific ads and emails served to our audience segments with highly actionable CTAs to join the ongoing event.