More likes, more followers, more comments, more, more, more. Faced with the challenge of information overload and superficial online connections in the digital world, Tevent, a virtual event platform, sought to promote Spaces — a hub encouraging deep, meaningful interactions within unique communities. Through our Make your Space campaign, we emphasised diversity and the joy of belonging. Wherever you are, whatever you’re into — everyone belongs somewhere.
Challenge
In the era of of transient online relationships, the marketing brief was to increase the awareness of Tevent’s Spaces as a platform for deeper, more meaningful interactions.
Spaces is a digital hub where different communities could gather, mingle, interact, and foster relationships that go beyond the superficial. It’s a place where everyone can feel a sense of belonging and connection.
Solution
Showcase diverse and unique communities.
No matter how unconventional your hobby or interest may be, we provide a Space where you can feel connected and accepted.
Everyone belongs somewhere. This is your call to action — make your own Space, foster your community, and celebrate your uniqueness with Tevent.
Embrace the joy of being different.
In the early stages, we explored a range of unique hobbies to highlight individuality.
But as the campaign evolved, we shifted our focus to celebrate the communities themselves, emphasising the collective camaraderie and shared interests that bind these unique groups together.
To ensure we reached our target audience effectively, we leveraged performance marketing and social media advertising (including Facebook Groups).
These channels played a vital role in spreading our message and engaging with diverse online communities.
Armed with invaluable insights from our strategist Mohja, our campaign direction was further solidified.
Here’s a snapshot of some of these insights that fuelled our narrative:
• 98% members of online groups report a feeling of belonging within that group.
• 33% say they feel more at ease sharing their feelings and perspectives with their group than their own friends and family.
• In the UK, nearly 40% noted their most crucial groups operated online, with another 26% indicating a mix of online and offline interactions.
Insight: “There is comfort being among others who are like-minded. They stay when they feel a sense of belongingness. They stay because they get what they need and give what is needed to others.”
While our campaign relied heavily on vibrant and engaging photography, we also sought to bring in elements that resonated with specific communities in our art direction.
Each object was carefully chosen to reflect the unique interests and hobbies of our audience, fostering an atmosphere of authenticity and connection.
