ADIPEC – Hashtags matter

The Abu Dhabi International Petroleum Exhibition and Conference needed to reach a niche audience of participants, exhibitors and sponsors within the oil and gas industry.

We executed a full-fledged social media campaign that included pre-launch activation, actual event coverage through Facebook Live, and recap videos of each day. Most importantly, we also engaged a younger audience by adopting hashtags.

As a result, #ADIPEC2016 was trending ‘No 1’ on Twitter in the UAE, with a 2,540% increase in engagements on social media posts, over 138k total video views, a 6% engagement rate on Twitter (industry standard is: 0.5-1%) and a 8.6% engagement rate on Facebook (industry standard is 1-3%).