03 Client Engagements / Case Study: Cvent’s Invisible Workload of Event Planning

Cvent’s Invisible Workload of Event Planning

Ask any event planner about the invisible workload of their job, and they’ll know exactly what you’re talking about. It’s the endless list of tasks that are only noticed if they aren’t done. Cvent is unignorable because they tell stories of planners, rather than simply share features and benefits. The approach has led them to become the market leader (by a huge margin).

Their marketing is all about THEM rather than US.

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Our Contributions

Concept
Creative Direction
Copywriting
Design
Interactive Content
Email & Demand Gen
App Development
Orchestration Plans
Photographer Selection
& Creative Direction
Social Strategy
Paid Digital Strategy
Content Development

The Cornerstone Asset

We built an interactive lookbook to tell the Invisible Workload story. Rather than gate the asset, we integrated a Drift chatbot to engage in immediate conversations (how buyers want to engage NOW).
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Meme Generator

Companies become unignorable when they create community. The meme generator allowed planners to tell their own invisible workload stories (and how Cvent helped them solve them).

Digital Ads & Internal Culture

We drove awareness which led to opportunities via pain based digital ads. We drove internal alignment around the mission of solving for the invisible workload with an internal comms launch.