Grip is an AI-powered event platform that needed a campaign to do it all: build brand awareness, explain a complex feature set, and drive high-quality demo leads. In a crowded event tech market, we had to go beyond product messaging. The goal was to position Grip as the platform that delivers real event ROI, by helping people make meaningful connections.
I built a full-funnel paid social strategy to move users from first touch to demo request. At the top of the funnel, we ran a mix of long-form explainers and short-form content to introduce Grip’s product suite, covering the event app, AI matchmaking, registration, and badging. Mid-funnel focused on thought leadership, educational posts, and live webinars to build trust and position Grip as an event tech innovator. At the bottom of the funnel, we ran targeted lead gen campaigns with messaging tailored to event organisers, marketers, and key decision-makers.
The campaign delivered strong performance across every stage of the funnel. Webinar attendance increased by 60%, video engagement rose by over 75%, and the lead gen phase drove 1,500+ demo requests with a 32% lower cost per lead compared to previous campaigns. This cohesive approach not only boosted awareness but also delivered measurable business outcomes, turning interest into pipeline.