If there’s anything the pandemic proved, it’s that the old way of running events just isn’t going to cut it anymore. Either online or in-person, a person’s attendance at an event is more valuable than ever. But it’s clear they want more. More engagement, more benefits and more relevance.
Outbrain’s recent events, managed and produced end-to-end by Clear Hayes, are proof of how we met this demand.
In late 2021, Outbrain asked Clear Hayes to amplify its Holiday Shopping Research to the company’s audience in Australia. But there was no clear end in sight to Sydney’s second lengthy lockdown, and while webinars were the necessary alternative to in-person events, webinar fatigue was still strong. We had to come up with a webinar that would simultaneously bring complex research to life, draw a crowd of high profile marketing professionals and deliver Outbrain the sales leads they wanted.
The answer? Give people what they really want.
We developed the concept for an exclusive hybrid event, bringing the interactivity and fun of an in-person event to a virtual one. We partnered with beverage company FeverTree and delivered luxurious cocktail kits to attendees. An expert mixologist attended the webinar and hosted a mini mixology masterclass to break the ice and get attendees engaging on a personal level before we dove into the research.
We also decided to lock the cocktail box with a unique code that would only be revealed if attendees tuned into the presentation – ensuring that RSVPs turned into attendance and driving a higher level of attention.
Clear Hayes analysed the raw data of the research, distilled the information into punchy takeaways, and developed a presentation for Outbrain speakers. We provided these speakers with support, and also organised and briefed external speakers, including Pedestrian Group CEO Matt Rowley, celebrity chef Marion Grasby, and Kaimera’s Chief Strategy Officer Stewart Gurney.
A few months after the webinar, Clear Hayes stepped in to help Outbrain prepare for a panel at the DigiMarCon conference. The conference was going to be crammed with dozens of presentations, with all vying for attention. To stand out from the crowd, we had to do something bold.
Rather than produce the standard speaker panel, we created an interactive quiz session. This was a fun and educational way to drive interactivity, with attendees actually having to engage with the content rather than passively listen. The session built Outbrain’s main areas of expertise, ensuring all guests would leave the session with a clearer understanding of what Outbrain can offer.
Clear Hayes worked closely with the Outbrain team to understand the KPIs and main messaging, developed the quiz and presentation, prepared the speakers for their appearance, and produced the session from beginning to end.
Both these events drove a high return on investment for Outbrain. The webinar had a 96% attendance rate, and 120 people joined the DigiMarCon session across online and in-person. The webinar also had the unique experience of guests choosing to stay online after the official end to discuss the research and pick the brains of the speakers. Guest feedback was strongly positive, with one guest saying the webinar was the “best event of the past 100 days” and another thanking us for “very valuable insights”.
These sessions built new relationships and generated substantial revenue for the company. The webinar alone drove a 10x return on investment through sales deals, and DigiMarCon further strengthened Outbrain’s key messages to senior sales leads.
Above all, these executions cemented Outbrain’s presence in the industry, allowed the company to further expand its network in Australia, and delivered valuable and memorable experiences for all guests.
