Boston Comic Con Campaign

Led copy and paid media campaign execution, achieving $1M+ revenue in ticket sales.

Boston Comic Con (now FAN EXPO Boston) is the largest pop culture and comic book convention in New England, featuring outstanding lineups of comic book artists and movie/TV actors each year.

Boston Comic Con hired Vertical Rail as their agency of record to promote their 2016 event. With roughly 7 weeks to develop a campaign and 5 weeks to execute it, I spearheaded the success of their digital marketing efforts by:

• Devising a media plan and strategy targeting four core audiences: past attendees, comic book enthusiasts, movie/TV/celebrity fans, Boston Families

• Crafting scripts for one hero (SyFy Channel) TV commercial and four online video ads

• Designing a suite of 10+ GIF display ads using Adobe Photoshop

• Building, launching, and managing Facebook, YouTube and Google Display PPC campaigns

• Monitoring multichannel performance to ensure total spend stayed within the $10K budget

At the end of the 5 week campaign, Boston Comic Con achieved $1M+ revenue from ticket sales; including a 12% YoY increase in total attendees and 65% YoY increase in box-office sales. Facebook and Google Display campaigns earned 80K+ website visits, achieving a 48% increase in new users. Additionally, the Facebook video campaigns earned 150K+ views and 1K+ shares.

Due to its success, Boston Comic Con announced being acquired by Informa (one year ahead of schedule) on the final day of the event..