Case study:
Non-Surgical Symposium Reached Over 270,000 Prospects with a Holistic Marketing Strategy
How Connected Culture built a unified creative, content, and media ecosystem to supercharge awareness, engagement, and efficiency for Australia’s premier aesthetics event.
Introduction
The Non-Surgical Symposium (NSS) had never run a paid advertising campaign in its 41-year history. The challenge was to launch and optimise digital campaigns that sold event tickets affordably while growing long-term leads.
Industry:
Medical Conference & Event
Services:
Meta Ads | Email | Video Content Strategy
The Challenge
Event Marketing is Seasonal and Competitive. Or is it?
- Short campaign window with long delegate consideration cycles (3–6 months).
- Heavy reliance on repeat attendees.
- Stagnant engagement across organic channels.
- Rising ad costs and limited reach to new practitioners.
- Short sales window
- Audience fatigue
- Rising costs
Our Approach
Building a Brand, Not Just a Campaign
Connected Culture partnered with the Non-Surgical Symposium to deliver a six-month holistic marketing strategy that transformed brand presence across every touchpoint — from creative identity to campaign execution.
- Brand Identity Creation: Developed a yearly logo, colour palette, and event theme, setting the tone for a refreshed and elevated brand experience.
- Full-Funnel Content Strategy: Produced 50+ content pieces – from social images & reels to EDMs to banners and paid ads – crafted to engage, inform, and convert.
- Holistic Multi-Channel Marketing: Integrated Meta, Google Ads, and Email Marketing with consistent messaging across organic social media.
- Core Messaging Pillars: Every creative reflected the Non-Surgical Symposium’s values of Innovation, Education, Patient Safety, Connection, CPD, and Compliance.
- Targeted Campaign Phases:
- Phase 1: Refresh brand + awareness among past delegates.
- Phase 2: Prospecting to new audiences and professionals
- Phase 3: Countdown + urgency messaging.
- Phase 4: On-site coverage to amplify reach and engagement.
- On-Site Content Activation: Captured the event energy with live reels, interviews, and highlights to fuel event buzz #fomo and authenticity.
Our Results
The results speak for themselves.
| Metric | Result |
|---|---|
| Organic Reach | Instagram +116% | Facebook +365% |
| Reels | Top reels reaching 13K+ views |
| +113% total recipients | +23% open rate (46.9% average) | |
| Meta Ads Reach | 40K → 270K (6× increase) |
| Impressions | 365K → 1.2M (3× growth) |
| Clicks | 5.2K → 24.5K (5× growth) |
| Engagements | 69K → 172K |
| CPM | $19.48 → $13.70 (↓30%) |
| CPC | $1.70 → $1.33 (↓22%) |
Key Insights
What Event Marketers Can Learn.
- Brand consistency fuels credibility – audiences respond to cohesive design and messaging.
- Holistic strategies win – when creative, content, and media align, engagement multiplies.
- Content is the growth engine – organic and paid work best when powered by authentic stories.
- Better efficiency = smarter scale – lower CPMs and CPCs show creativity outperforms budget.
Ready to Scale Your Brand?
Connected Culture partners with Australia’s leading brands to deliver measurable awareness, engagement, and results through holistic strategies across Meta, Google, TikTok, and Email and more!
With the right strategy, creative, and execution – your brand can achieve record-breaking reach too.