Soop built separate campaigns for six events, tailoring strategies to each unique sector. Our approach combined:

• Audience creation via event targeting: We identified and targeted professionals attending similar industry events with overlapping audiences.
  
  
• Event lifecycle targeting: Campaigns ran before, during, and after each event — with retargeting to keep Informa top-of-mind.
  
  
• Search and keyword contextual advertising: Ads were placed in front of people actively searching or consuming content relevant to each industry.
  
  
• Geofencing high-value locations: Physical spaces like space centres and museums were geofenced to capture professionals visiting key sector-specific sites.
  
  

This multi-pronged strategy ensured Informa reached the right audience, wherever they were, both online or offline.

• Increased brand visibility across six highly specialised industries.
  
  
• High engagement from targeted audiences both at competing events and in relevant digital environments.
  
  
• Stronger delegate pipelines, with retargeting helping to maintain momentum after each event closed.
  
  
• Demonstrated ROI by connecting niche audiences directly with Informa’s events.

By combining location-based targeting with contextual advertising and lifecycle retargeting, Soop helped Informa capture and engage hard-to-reach professional audiences. The campaigns ensured each event was promoted with precision, delivering not just visibility but measurable outcomes. For Informa, it was proof that even niche events can achieve scale and impact when supported by the right digital strategy.