Fifth Ring created a social media campaign strategy for the event that would weave the theme of digitalisation into Silverwell’s existing content calendar and promote its attendance at ADIPEC using both sponsored and organic content. All social media channels used multi-media to present a cohesive message that Silverwell is the leader in the digital artificial lift sector.
One of the main content pieces used to execute the strategy was a series of three expert videos. The videos offered an opportunity for Silverwell to position its subject matter experts as thought leaders in the industry. The videos became a core piece of content for the campaign and were distributed across Silverwell’s owned digital channels in the lead up to and during the exhibition. All three videos were also used in a LinkedIn ad campaign to effectively target Silverwell’s target personas ahead of the event.
Fifth Ring developed a set of key messages to pitch to confirmed journalists attending the conference. The key messages included Silverwell’s core messaging backed up with proof points of DIAL installations in the APAC/EMEA regions. Fifth Ring also supported in the coordination of secured media interviews on the Silverwell booth during the event.