Creating a new voice for Australia’s most unconferencey conference.

Client: State of Social

Situation: The inaugural State of Social 2018 conference at Perth’s Optus Stadium was a hit, shaking up the digital marketing conference scene in Australia and redefining the word ‘conference’ in the process. It was a huge credit to the event’s founder Meg Coffey.

The challenge for State of Social in 2019? How to take everything to the next level and cement State of Social as a must-attend event for everyone and anyone with an interest in digital marketing.

More tickets and delegates. More high-profile internationally acclaimed speakers. Even more fun experiences on the day. More pressure to deliver something special.

It was a tall order for Meg, who also happens to be the founder of the flourishing #SMPerth digital marketing community and managing director of digital and social marketing agency Coffey and Tea. And so, she engaged our copywriters to help tell the State of Social 2019 story.

Deliverables: We embarked on the State of Social storytelling journey by focusing on the prospectuses Meg needed for the event itself, along with content for the State of Social website. In the process, we nailed down some key messages for Australia’s ‘most unconferencey conference’ and a distinctive new voice for the maturing brand: playful, energetic, even a little irreverent.

We then applied the new brand voice to a series of articles and announcements heralding the keynote speakers, panellists, gastronomic delights and Optus Stadium highlights delegates will love. Meg then reused and reformatted this content, created for the #SMPerth site, for everything from LinkedIn posts to eDMs.

Click to take a look at some of our copywriters’ work on the State of Social website.

Click to take a look at some of our copywriters’ work on the State of Social website.

Result: Tickets have been selling like hot cakes and Meg is chuffed with the work we’ve done together. What’s more, State of Social 2019 is set to be even bigger, better and more unconferencey, with big-name speakers sharing inspirational ideas, incisive insights and strategies that will give attending digiteers a competitive edge out in the dog-eat-dog digital world.

State of Social 2019 will be held on Tuesday 25 June at Optus Stadium. Tickets are limited and selling fast.

Find out more about our copywriting services and capabilities. Check out our copywriting portfolio. Or get the ball rolling on your next project – contact our copywriters for an informal chat.

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