Case Study: How TRW Consult Built Multi Channel Momentum for the TAMS Summit 2018 Campaign

Case Study: Institutional Summit & High-Stakes Event Communications — Summit Event Amplification: How TRW Consult Drove 15.9M Twitter Impressions for TAMS Summit 2018

Client: Confidential (Public Sector Event)

Challenge Overview:

The TAMS Summit 2018 aimed to connect global business leaders, government officials, and policy influencers under one roof. The goal was to drive participation, enhance visibility, and position the summit as a high-stakes event with actionable economic takeaways for industry leaders.

TRW Consult was tasked with amplifying awareness, engaging global audiences, and ensuring seamless execution of the event’s digital and real-time communications.

Strategic Approach:

TRW Consult’s campaign for the TAMS Summit 2018 was rooted in a multi-channel approach that targeted not only pre-event awareness but also real-time engagement. The strategy was built around three key pillars:

1. Real-Time Event Broadcasts & Influencer Engagement

To ensure global participation and visibility, TRW Consult utilized real-time event broadcasting across Twitter, Instagram, and Facebook, and collaborated with influencers to drive the event conversation on social media.

Key campaign metrics:

• 15.9 million impressions generated on Twitter via the event hashtag (#TAMSSummit2018)

• 2,286 total tweets involving influencers, attendees, and media partners

• 2,317 actionable clicks from hashtag-driven tweets and retweets

The use of real-time engagement made the summit more than just an in-person event—it became a global conversation, ensuring digital engagement was just as high as in-person participation.

2. Targeted Media Placements Across High-Authority Channels

The digital advertising component of the campaign focused on targeting premium financial and news publishers that catered to the summit’s key demographic: global business executives, entrepreneurs, and policymakers.

We deployed digital ads on platforms such as:

• Forbes.com

• BusinessNewsDaily.com

• Reuters.com

• CNN.com

• SaharaReporters.com

Results:

• 1.58 million impressions across these authoritative platforms

• 2,368 clicks with high engagement rates on business-focused publishers like Forbes and BusinessNewsDaily.

This ensured that the summit reached the right audience within global media ecosystems, enhancing credibility and institutional visibility.

3. Geographic Precision Targeting

The geographic targeting strategy was designed to engage key international regions where the summit had the potential to impact the most.

Performance breakdown:

• United States: 52% of total impressions and 956 clicks

• Nigeria: 30% of total impressions and 763 clicks

• United Kingdom: 12% of total impressions and 157 clicks

• Germany and Netherlands: Smaller but significant contributions, reflecting growing global interest in the summit

This diaspora-targeted strategy ensured that key international stakeholders were aware of the summit and could actively participate, both digitally and in person.

4. Device Optimization & Engagement Insights

Mobile engagement drove the campaign’s success, with mobile-first targeting becoming a clear focus for future campaigns. We found that:

• Mobile impressions: 604,493 (1.7x more than desktop impressions)

• Mobile clicks: 1,765 (significantly higher than desktop engagement)

This confirmed that mobile consumption dominated, which aligned perfectly with the global audience’s on-the-go, real-time engagement habits.

Outcome:

The campaign achieved measurable success in driving participation and amplifying the event’s digital presence:

• 15.9 million Twitter impressions

• 1.58 million Google Display impressions

• 2,368 total ad clicks

• Real-time engagement generated global attention during the event’s proceedings

The TAMS Summit 2018 achieved its goal of becoming a global economic conversation, drawing attention from both industry insiders and the general public through high-authority media channels and influencer-driven social media campaigns.

Strategic Takeaway:

The key takeaway from the TAMS Summit 2018 campaign is that event amplification is no longer just about in-person attendance. With the right combination of real-time social engagement, targeted media placement, and cross-platform visibility, events can extend their impact well beyond physical borders and engage a truly global audience.

For future high-stakes events, integrating real-time digital coverage with targeted advertising and media outreach is critical for creating a sustained and meaningful impact.

Brief TRW Consult to discuss how we can help you create a similar high-impact event marketing strategy for your upcoming summit or conference.