Invesco breaks through the event industry noise with LinkedIn Events Ads

Invesco Chief Global Market Strategist Kristina Hooper was participating in the LinkedIn Live event Cultivating Community for Women in Finance as a voice of authority among women leaders in finance.

Participation in fully-online events is still a relatively new undertaking across all industries, and there is uncertainty around the mechanics of creating interest and driving registration in the digital space. Invesco’s agency, the communications firm Edelman, helped spearhead and guide this initiative.

Invesco was able to deliver expertly targeted ads to members who would most benefit from participation in the LinkedIn Live event. Using her position as a LinkedIn Influencer, Hooper was able to share her authentic and valuable insights on a larger stage.

Through its participation in the LinkedIn Events Ads beta, Invesco attracted more than 2,000 members to register. Engagement with the event itself was excellent, with more than 400 viewers attending at peak and most attendees staying tuned for the entire hour-long stream. After the event, Invesco drove additional traffic to the LinkedIn Live recording by sharing and promoting video clips featuring Hooper speaking at the event, touching on topics relevant to Women’s History Month and gender equity at the workplace.

Invesco was able to target their core audience and use LinkedIn Event Ads to discover non-traditional parties who still had an interest in the event topic.

Ads were delivered to decision makers and influencers who had the potential to bring in even more registrations. According to Elba Leo: “We targeted LinkedIn users who indexed high for desire and equal opportunity for all, as well as those who have a focus on continuing education.”

Invesco and Edelman also launched a retargeting campaign. “We drove engagement with those who had visited Invesco blog pages, visited the company page on LinkedIn, and those who have engaged with our video campaigns,” says Elba Leo.

About Invesco

Invesco is dedicated to helping investors around the world achieve greater possibilities. Our comprehensive range of high-conviction investment capabilities is designed to help you build portfolios in more precise and impactful ways, and not just settle for average. This high-conviction approach is built on three core tenets: - A pure focus on investing. We're solely dedicated to managing money. Each investment team is focused on finding the best opportunities for our clients. - Diversity of thought. We're never dominated by a single opinion. We challenge and inspire each other to explore possibilities and uncover valuable insights. - Passion to exceed. We don't settle for average. We share a passion to help investors build portfolios that exceed their expectations.

INDUSTRY: Finance

NO. OF EMPLOYEES: 5,000-10,000 employees

HQ LOCATION: Atlanta, GA

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"The activity on the message board, between job-seekers and hiring managers, was such a great outcome from the event. Seeing those connections being built really highlighted what LinkedIn is all about."

Jodi Phillips

Director of Editorial and Social Media Content at Invesco
"We wanted to get Kristina plugged into these industry-wide, timely, and relevant conversations around gender equity and inclusion, expanding her voice beyond her focus area of global market commentary into another area of importance for er and other women in finance."

Alexandra Schepsis

Vice President, Financial Communications & Capital Markets at Edelman

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Invesco drives executive thought leadership with exceptional LinkedIn Live event

Challenge

Solution

Results

Expert targeting drives relevant registrations

Better results with a dedicated ad format

Metrics to measure impact