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Workday drives hybrid attendance & lower funnel conversions using a multiformat campaign strategy & LinkedIn Live for their tentpole event
The Challenge
The Solution
Workday used Thought Leader Ads, Message Ads, and Video Ads to promote awareness and drive registrations for their in-person conference. They also used Event Ads to drive registrations for the keynote livestream prior to livestreaming using LinkedIn Live. As a result, LinkedIn was the top-performing digital partner for Workday Rising in driving event registrations both virtually and in-person. Workday’s event strategy also delivered lower funnel results by increasing click-through rates and lead completion rates for event attendees served subsequent Workday campaigns.
Results:
- 16% Lower cost per registration for their event ads compared to Workday’s event registration benchmarks on LinkedIn
- + 20% Higher click-through rate for members exposed to the event campaign before being served lower-funnel messaging
- +32 % Higher lead form completion rate for members exposed to the event campaign before being served lower-funnel messaging
“LinkedIn was instrumental in making Workday Rising 2025 a success. Their event‑led strategy not only drove both in‑person and virtual registrations at a lower cost, but it also strengthened performance across our full funnel. Members who engaged with our Rising campaign converted at meaningfully higher rates, proving that LinkedIn delivered measurable ROI and lasting impact beyond the event itself.”
Hisae Tsutsumi,
Sr Manager, Media Planning & Buying