Game on!

An international festival – with a difference

Animex is the Tees Valley’s international festival of animation, visual effects and games, and has been hosted by Teesside University for more than 20 years. The festival brings together the brightest minds across the animation, visual effects and games industries, and gives people from across the globe a behind the scenes look into life at some of the world’s top studios. This year, the festival had to be moved entirely online due to COVID-19 – something Animex had never done before.

Cool Blue was tasked with devising a social media and advertising campaign to encourage people across the world to attend the online programme.

With the changing backdrop of 2020, we had to be innovative with our approach to maintain Animex’s top class reputation and reach out to new audiences across the world. Game on!

Capturing a global audience online

Our creative social media strategy positioned the move online as an innovative approach – creating excitement and intrigue.

To kick off we launched a Spotify advert, tailored to reach relevant listeners and help drive early sign ups. We created an asset bank that was used throughout the campaign, such as video endplates, branded pictures of key speakers, video interviews with speakers, informative infographics and a social media pack to be used by key affiliates both regionally and internationally.

We developed and delivered a constant stream of organic content across social media channels in the months leading up to the event, and engineered a high impact final push to drive sign-ups. To do this, we developed a paid social media advertising strategy to increase engagement on our Facebook and Instagram pages. We targeted posts at key audiences and reviewed this on a weekly basis to refine our targeting.

The social and advertising strategy was created to be used as a template for online events and to help Animex keep sign-ups high in years to come, giving the Animex team the tools they need to succeed year after year.

Animex 1 Animex 2

Results

50%

over target for sign-ups

50

different countries engaged

906%

social media engagement increase

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