01 Background

The World Science Festival gathers great minds in science and the arts to produce live and digital content that allows a broad general audience to engage with scientific discoveries. Their mission is to cultivate a general public informed by science, inspired by its wonder, convinced of its value, and prepared to engage with its implications for the future. Through discussions, debates, theatrical works, interactive explorations, musical performances, intimate salons, and major outdoor experiences, the Festival takes science out of the laboratory and into the streets and venues of New York City and beyond.

World Science Fair hired WIMZE Digital as their social media partner for the 2017 Festival in New York City to expand their reach and audience engagement on social media and generate ticket sales prior to the event.

02 Strategy

WIMZE began by auditing World Science Festival’s current social media presence across Facebook, Twitter and Instagram, taking note of audience demographics, top-performing content, and areas where the team could improve upon best practices. Our audit included benchmarks against industry competitors to provide a baseline for audience growth and engagement goals.

From our initial audit, we determined that World Science Festival’s Facebook audience, while large and highly engaged, dropped off during prior festivals due to a lack of real-time content on the platform. Thus, Wimze implemented a Facebook Live strategy for the 2018 festival that allowed World Science Festival’s worldwide Facebook audience to interact with the page as if they were there in person. We also set up event moderators with iPads on stage and fed them questions from the social audience in real-time, so followers from all over the world could interact and engage with live events.

We encouraged festival-specific hashtag usage among World Science Festival’s audience across Instagram and Twitter during live events to collect questions for moderators and generate event awareness. Aside from Facebook livestreams during events, we also live-tweeted from each location to bring audiences outside of the event into the conversation. Photos and videos in real-time were key elements of our strategy to drive engagement.

Separately, we strategized and executed a robust Facebook advertising campaign to generate ticket sales among highly-targeted audiences in the New York City area. Ad audiences and creative were a/b tested to ensure optimal performance.

03 Results

8

Million Impressions on Instagram Using #WSF17

48

Million Twitter Impressions Using the Festival's Hashtag

71

Thousand Total Post Clicks on Facebook

11

Thousand New Facebook Followers

9

Percent Click-Through Rate on Facebook Ads

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