Nibo Conference 2019
Crafting experiences for 3 thousand brazilian accountants
Design Team: Guilherme Zavam, Renato Paixão, Thiago Natal
Role: Lead Designer, UX/UI, Copywriting
Year: 2019
The Landscape
When you are making an event, you are bound to go through many dificult situations and challenges, and this wasn't any different. Nibo Conference always pushes me to my best, makes me me think outside the box and create new and inovative ways to communicate. After working hard for 3 years, in 2019 Nibo Conference was an already estabilished event with big cachet in the accounting community.
The Challenge
This year we had many challenges. With many other events happening, how would Nibo Conference not only stay relevant, but soar between it's competitors. And beyond that we had an even bigger challenge this year: to bring together 3 thousand accountants in Rio de Janeiro to show them how they can be successful doing what they love.
The Stategy
After two very successful years being the most relevant accounting event in Brazil, we found ourselves in the midst of various events. And doing a few interviews with our target audience we found out that they were seeing all events as one in the same. We needed to stand out as the ones with the best content.
After two very successful years being the most relevant accounting event in Brazil, we found ourselves in the midst of various events. And doing a few interviews with our target audience we found out that they were seeing all events as one in the same. We needed to stand out as the ones with the best content.
We took on the role of the ones that would show our audience the step by step process of how to make more money, engage their teams and grow theirs businesses. That asked for a more sober visual approach.
Visually translating an idea
With the theme "Building your own map to your success" we worked with topographic iconography to create patterns, icons and memorable visuals through all mediuns. We still needed the bol approach that always made us stand out, so we chose to use bold yet sober colors with a lot of vibrancy and contrast.
Like other years, e-mails (wich I was responsible for the copy) would be our most frequent way of communication and also our biggest playground. Throughout the entire marketing campaing we were able to test various visuals, content dispositions and images using A/B testing.
Our social media presence was stronger this year. We'd built a strong following and used a lot of growth hacking techniques to grow our audience and reach as much people as possibel. Also, word of mouth played a huge part in the awareness of the event. People knew of the event or had met somebody who went or was going, so it helped to build a hype around the event.
On this year's campaing we were able to use a lot of testimonials from people who went on the other years, we had bigger names on our speaker lists and we had a lot of content to do throwbacks and spread the word on the event. We also played a lot more with instagram stories, facebook events, facebook ads and linkedin ads.
The Nibo Conference App
We also developed an app for the event with our partner MobLee. The app worked as an information hub, social media app and also made it possible for our atendees to rate the speakers, find their location on the map, know more about the workshops and more.
We also developed an app for the event with our partner MobLee. The app worked as an information hub, social media app and also made it possible for our atendees to rate the speakers, find their location on the map, know more about the workshops and more.
The gifts
A big part of a good experience in a conference has a lot to do with the gifts you get on your goody bag. And we take our goody bags VERY seriously.
A big part of a good experience in a conference has a lot to do with the gifts you get on your goody bag. And we take our goody bags VERY seriously.
This year we were able to play with famous logos to create an instant connection with our public. We created bottons, stickers and pins for our clients. And boy, they vanished fast! Our clients couldn't get their hands off of them.
Over the two days of the event I could feel the energy in the air. Three thousand accountants interacting with design pieces I created, falling in love with them, being informed by them, posting, reposting and being proud to be a part of a movement I helped to create.
And that was the best.
