Case Study: Social Media and Content Strategy at ICORIA 2015
Posted on: 13/11/2015, by : Laurence Borel

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This year I had the privilege of presenting my MRes hashtag research at the 14th International Conference on Research in Advertising (ICORIA 2015). ICORIA-collage The conference was very special for me as it was being held at Birkbeck, University of London where I am currently working on my PhD research, but I was also appointed to oversee the social media and digital marketing communication for the conference.

Universities as one might expect, do not have an awful lot of marketing budget, but we managed to create something amazing on a shoe-string budget from imagery, through to videos and Tweets before, during and after the event. The social media objectives were two-fold:

PRE-ICORIA (October 2014 – June 2015) – To drive interest in the ICORIA 2015 conference by:

  • Encouraging call for papers (CfP), Doctoral Colloquium entries thus driving traffic to the ICORIA website
  • Reinforcing the conference theme ‘Bridging the Gap’ by sharing advertising and branding industry news

DURING ICORIA (2-4 July) – To drive engagement around the ICORIA conference by:

  • Engaging with users in real-team using the #icoria2015 hashtag
  • Providing information about the conference (e.g. registration times, sessions times etc.)


  • 697 pieces of content created across Facebook and Twitter including
  • 19, 100 Twitter impressions
  • 1,022 Facebook Likes on photos / content
  • 4,518 users reached on Facebook by ICORIA content
  • 1,048 views of the CfP, 531 of the colloquium CfP

ICORIA did not have a proper media strategy with universities creating new pages for the conference each year. The accounts created for ICORIA 2015 (Twitter and Facebook) have now been handed over to the next university hosting the conference, a tradition which will hopefully continue for the years to come!

If you need help with your content or social media strategy (including imagery and video production), get in touch!