Improving paid social performance through strategy and training

Developed a scalable Paid Social strategy

We built a group-level strategy that could be adapted across individual events, creating a consistent approach while allowing for flexibility based on audience and objectives.

Trained and upskilled the internal team

We worked closely with the in-house team, providing hands-on training across all aspects of Paid Social, from campaign setup through to performance analysis and optimisation.

Reallocated budget towards higher-quality audiences

We restructured campaigns to prioritise audiences more likely to convert, ensuring budget was focused on driving higher-quality registrations rather than volume alone.

Refocused campaigns on registration outcomes

Campaign objectives were aligned to drive registrations, ensuring activity was optimised towards meaningful actions rather than secondary engagement metrics.

Used data to identify higher-intent audiences

We analysed performance data to refine targeting, identifying and scaling audiences with stronger intent and higher likelihood to convert.

Tested creative formats to improve performance

We introduced a range of creative formats to understand what resonated best with different audiences, improving engagement and driving more effective campaigns.

The project improved both the quality and efficiency of Paid Social activity, enabling Professional Beauty to drive more valuable registrations while maintaining growth.

Refined targeting and campaign structure led to stronger conversion rates and a higher progression from registration to attendee, alongside reduced cost per registration and attendee across shows:

• +44% YoY attendance rate
• -44% Cost per attendee

At the same time, the in-house team developed the capability to manage and optimise campaigns independently, creating a more structured, data-led approach to Paid Social.