As the world leader in process mining and Enterprise Performance Acceleration software, Celonis wanted to demonstrate the characteristics of a superfluid enterprise in its response to COVID-19. When the business took the decision to replace its showpiece in-person conference, Celosphere, with a virtual event, it was determined to execute the pivot in a way that maintained excitement among its audiences. Backing Celosphere Live with an innovative promotional campaign, and streaming key sessions through LinkedIn Live, helped it to achieve all targets in terms of reach, awareness and registrations.

The Challenge

•  Recreate the Celosphere in-person conference as a three-day virtual event within only 6 weeks
•  Reach relevant decision-makers to drive registrations and leads at scale
•  Achieve a high attendance rate and engage people throughout the virtual event
•  Amplify key content from the event to build awareness and drive additional registrations on the day

The Solution

•  Multi-dimensional promotional campaign on various digital marketing channels with a focus on LinkedIn, incorporating blog posts, Sponsored Content, Video ads, Message Ads and certification opportunities
•  Targeting of relevant job titles at key accounts with tailored content around persona specific can’t-miss sessions
•  Creative approach to taking the event virtual, with a mix of remote-filmed and socially distanced studio footage
•  Selected keynotes, Q&A sessions and product announcements streamed via LinkedIn Live

Why LinkedIn?

•  Celonis’ high-quality organic audience on the platform
•  Ability to target relevant decision-makers through promotional campaign
•  LinkedIn Live notifications to ensure reach for key virtual sessions

Results

•  Virtual event with more that 18k registrations, +1k of which came in via LinkedIn
•  LinkedIn Live streams of key sessions delivered 6,700 additional views
•  The LinkedIn Live experience generated an engagement rate of 4.5%
•  The promotional campaign and LinkedIn Live experience achieved all objectives in terms of reach and event registrations