A two-language conference website
We started with the website: the idea, who it's for, the programme, speakers and a sign-up button. Ukrainian and Russian versions.
A programme with 11 speakers
Four blocks: anatomy of attraction, a TEDx-style show, a workshop and a panel. Every speaker in the right slot.
A bot that walks people to the stream
This is what ran under the hood. It looks tangled, but it's a reliable mechanism: after sign-up the bot messages people on June 20, 23, 24 and 25, an hour before, 15 minutes before and at the start. Tags show who joined the channel and who came live.
One-click registration
People get the date, format and chat rules, join the conference channel and add the event to their calendar.
An invitation from Anna
A short video from Anna and the programme with speaker topics, so people know why to come.
Telegram campaigns to the whole base
First, second and third invitations, a final focus before the start and reminders during the stream. Each campaign reached ~2,800 people.
Email reminders
Reminders to the school's list the day before, in the morning, an hour before and during the stream. They needed constant attention and manual control, but not a single reminder was lost.
An email during the stream
Those who hadn't joined got an email with a screenshot of the live chat: “You're missing content that changes the rules right now.” No recording.
The bot calls people in too
During the show the bot says who's on stage, shows chat reactions and offers a “Join the stream” button.
Targeted ads
Separate ad sets for Ukraine and Europe, video, static and animation. In total 72 leads from the site for $167.58, or $2.33 per lead.
The conference channel
Speaker announcements, the programme and the stream link in one place. The channel warmed people up before the start.
Rehearsals with speakers
Before the show we ran through the talks in Zoom: slides, order, switching. On the day everyone knew their cue.
The stream and my “invisible” role
Staying behind the screen, moderating the chat, switching speakers and making sure everything ran like a Swiss watch. 3.5 hours flew by.