Challenge:

• How can we drive corporate membership prospects during the period of COVID-19 lockdown?

• Innovators and Early Adopters (I/EA) are the primary audience required to successfully innovate an existing brand in a current market and are driven by uniqueness, scarcity, and discovery.


• The International Data Spaces Association (IDSA) is a corporate membership organisation that promotes B2B data sharing tools and ecosystems to drive business innovation and growth. Following the cancellation of the Hannover Messe 2020, the IDSA developed a ‘Virtual Messe’ to drive membership prospects to engage in a discussion about the potential the IDSA could bring to innovation through data sharing.


• The acquisition funnel for potential corporate members was identified and, within this, the role of the ‘Virtual Messe’ was established in building awareness/familiarity and interest generation. Using the Values Modes™ system, Innovators and Early Adopters (I/EA) C-level executives were identified - those with decision-making power related to data or innovation and a high propensity to adopt new technologies. Based on the analysis of I/EA values, a series of targeting criteria were defined and applied to B2B social media platforms.


• A digital B2B campaign was developed and designed to drive the most relevant target prospects to the ‘Virtual Messe’. The campaign focused on the use of language and imagery that specifically resonated with B2B Innovators and Early Adopters in highly targeted categories and roles. Optimisation techniques enabled the refinement of targeting throughout the campaign and to maximise response rates.

• The campaign, as one element of a rapid adoption strategy, enabled over 10,000 organisations from across the European Union to engage with the IDSA.