> For the complete documentation index, see [llms.txt](https://portfolio.kasenjames.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://portfolio.kasenjames.com/featured-projects/employer/vertical-rail/boston-comic-con-campaign.md).

# Boston Comic Con Campaign

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

Boston Comic Con (now[ FAN EXPO Boston](https://fanexpohq.com/fanexpoboston/)) 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](https://bleedingcool.com/comics/boston-comic-con-officially-sold-to-informa-as-part-of-fanexpo/) (one year ahead of schedule) on the final day of the event..

<figure><img src="https://649395471-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FZvrPh8qhMaBzUtcjg9Wu%2Fuploads%2FhyeNnyS8FZo5G2XQFaOt%2FScreen%20Shot%202020-05-20%20at%2010.23.27%20PM.png?alt=media&amp;token=a0dd12cd-db05-435e-a854-228060d97d3c" alt=""><figcaption></figcaption></figure>

{% embed url="<https://youtu.be/XtzBclxbzwQ>" %}