Tussle Digital planned and ran a multi-channel campaign for Interclean's iClean 2024 Conference. Early bird registrations rose 25% compared with the previous year, engagement rose 40%, organic traffic rose 30% and retargeting lifted conversions by 12%.
Challenge
Interclean's marketing team set three goals for the iClean 2024 Conference: increase conference registrations, boost attendee engagement and lift brand visibility.
The audience was environmental services managers, infection control professionals and healthcare cleaning teams. The key messages were cleaning technologies, industry best practices and networking opportunities.
Approach
How did Tussle Digital plan the campaign?
The work started with a strategy session with Interclean's marketing team to agree objectives, audience and messages. Interclean approved the campaign approach before work moved on. Each later phase was also reviewed and approved by Interclean's marketing team.
Which channels and services did the campaign use?
- LinkedIn and Facebook Ads: targeted ads for healthcare cleaning professionals, segmented by job role, industry and location. A/B testing identified the strongest ad variations.
- Google Ads: keyword-focused ads to capture search intent around healthcare cleaning and infection control.
- SEO: on-page and off-page work to improve the conference website's search ranking.
- Content and design: ad copy, blog posts, email content, ad creatives and social media graphics.
- Web development: a dedicated conference landing page with clear calls to action and integrated tracking.
- Retargeting and email: cross-platform retargeting of people who visited the conference website, plus personalised email campaigns.
How was tracking set up?
The team implemented the LinkedIn Insight Tag and Google Analytics 4. It also created lead gen forms and conversion tracking pixels, and defined audience segments by demographics, job roles and interests.
How was the campaign optimised after launch?
The team tracked user behaviour and ad performance in Google Analytics and platform insights. It adjusted bids, targeting and ad creatives based on performance data, and kept optimising SEO.
How did the campaign drive registrations?
- Direct contact: personalised outreach to high-potential leads.
- Live Q&A sessions and pre-event webinars: sessions with conference speakers to answer questions and preview the content.
- Final push: early bird offers, VIP invitations to industry influencers and key figures, live chat support on the website and an email drip campaign of reminders.
Results
| Metric | Result |
|---|---|
| Early bird registrations | 25% increase compared to the previous year |
| Engagement rates | Boosted by 40% through targeted ad campaigns and interactive content |
| Organic traffic | Increased by 30% due to SEO strategies |
| Conversion rates | 12% increase in conversions through retargeting efforts |
Interclean's marketing team reviewed and approved the final results report.
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Questions we get asked
What did the Interclean iClean 2024 campaign achieve?
Early bird registrations rose 25% compared with the previous year. Engagement was boosted by 40% through targeted ad campaigns and interactive content. Organic traffic increased by 30% due to SEO strategies, and retargeting delivered a 12% increase in conversions. Interclean's marketing team reviewed and approved the final results report.
Which channels did Tussle Digital use for the conference campaign?
The campaign used LinkedIn and Facebook Ads, Google Ads, SEO, content writing, graphic design, a dedicated conference landing page, cross-platform retargeting and email outreach. Tracking relied on the LinkedIn Insight Tag and Google Analytics 4, with lead gen forms and conversion tracking pixels to measure sign-ups.
Who was the iClean 2024 campaign aimed at?
The target audience was environmental services managers, infection control professionals and healthcare cleaning teams. Ads were segmented by job role, industry and location. Messaging focused on cleaning technologies, industry best practices and networking opportunities at the conference. The strategy session with Interclean's marketing team set these goals.
How did Tussle Digital work with Interclean's marketing team?
The campaign began with a strategy session to set goals, audience and messages. Interclean's marketing team then reviewed and approved the strategy, the assets, the launch, the optimisation updates, the outreach materials, the final promotional offers and the results report, so every phase stayed aligned with the conference objectives.
How did the campaign push final registrations before the event?
In the final phase the team promoted early bird offers to create urgency, sent personalised VIP invitations to industry influencers and key figures, added live chat support to the website and ran an email drip campaign of reminders. Earlier phases added direct outreach, live Q&A sessions and pre-event webinars.
