De wereld verandert met de snelheid van de technologie. En The Next Web Conference houdt de vinger stevig aan de pols. Al meer dan een decennium is dit internationale en bekroonde techfestival dé plek waar duizenden techliefhebbers, startups, scale-ups, investeerders, bedrijven en overheden elkaar ontmoeten en samen ontdekken ‘What’s Next in Tech’. Na de COVID-lockdowns was The Next Web klaar om in 2022 op te schalen. Net overgenomen door de Financial Times, wilden ze het bereik van hun flagship event vergroten. De communicatiedoelstellingen waren even ambitieus als het TNW-team: de naamsbekendheid vergroten en TNW beter profileren in de sector; de opkomst en deelname van de media vergroten; meer media aandacht voor sprekers en partners voor en tijdens het evenement; en relaties opbouwen met partners en het bereik van startups en investeerders vergroten.

After the COVID lockdowns, The Next Web was ready to scale up in 2022. Freshly acquired by the Financial Times, they were looking to expand the reach of their flagship conference. The communications objectives were as ambitious as the TNW team: to grow brand awareness and raise the profile of TNW in the industry; to increase media attendance and participation; to increase coverage of speakers and partners before and during the event; and to build relationships with partners and expand the startup and investor reach.

De deadline was krap - slechts twee maanden voor de opening keynote en nog niets geregeld.

De klant was niet alleen weg van de resultaten, maar van de hele Clarity-ervaring. The Next Web zal met ons blijven samenwerken om van 2023 een nog groter succes te maken. Clarity zal blijven samenwerken met TNW om hen verder te positioneren als een wereldwijd merk, met media partnerships, event en comms ondersteuning en andere activiteiten voor hun bloeiende tech community.

For Women’s History Month, Clarity worked with Mirza to create a multi-pronged campaign highlighting the motherhood penalty women across the US face. The campaign launched at a pivotal time in the United States, with four times as many women as men leaving the workforce in order to care for their families. The women who remained in their professional roles were faced with the grappling reality of losing critical childcare resources (school, daycare, caregiving services), balancing motherhood, and caregiving alongside their full-time positions. 

Clarity worked closely with Mirza’s co-founders to develop a white paper and proprietary research around the Motherhood Penalty to understand the awareness of the penalty among a key demographic – working women. The results were astounding. While not every woman surveyed understood the Motherhood Penalty, an overwhelming 73% of women said that they thought having a child would hold them back in their careers.  

After analyzing the results, we crafted a comprehensive, multi-faceted communications strategy that tied the research to Mirza’s market fit for consumers.  Our overarching messaging highlighted the dire need for systemic change but also acknowledged that in the interim, Mirza can help. 

We told the story through the release of a white paper entitled,  ‘Rolling the Dice,’ that lived on Mirza’s website, positioning Mirza as thought leaders whilst driving awareness of their new tool for consumers and employers. The research and report were structured in a way that we could scale it to be an annual study, demonstrating the evolution of the Motherhood Penalty over time.

Clarity surveyed moms and moms-to-be finding that 1 in 5 are rarely asked how they are doing, so we  partnered with Postpartum Support Int’l to donate $1 for every person who pledged to ask mom how she is. The campaign spoke directly to our target audience by supporting an issue many of them experienced first hand. An NBC journalist on maternity leave even shared it on her personal Instagram account. 

From inclusion in Mother’s and Father’s Day Gift Guides to Best Bathroom Scale round ups, we delivered a consistent cadence of positive press reviews in publications we know our audience reads to highlight how the products could work for them.

Clarity conducted a deep dive to understand the user requirements and brand / product appetite, which allowed us to construct a blended approach of paid search, Shopping, and paid social to promote at a category & individual product level. We leveraged granular shopping feed management to maximise Shopping performance and made recommendations to improve CRO including  landing page updates, pricing reviews and competitor analysis.