NO BARRIERS – USA’S VIRTUAL SUMMIT
No Barriers USA’s annual Summit – which seeks to provide a life-changing experience by surrounding people with an uplifting community and powerful messages of hope – with COVID-19 looming needed to be a little different last year. No Barriers made the difficult decision of moving the historically in-person Summit to a 100 percent virtual event. Stone Ward was given the mission of enhancing the experience through social media content creation and community management.
Since COVID-19 has changed the way brands must communicate, the content had to look less like an advertisement and more like something uniquely engaging and entertaining. The focus was not on selling an idea that you had to sign up for this experience, but on conveying the message that you simply could not afford to miss this life-changing opportunity.
“What’s within you is stronger than what’s in your way.” This No Barriers mantra became the drive of the project. No Barriers goal was to attract as many participants as possible to share in an amazing experience by utilizing its diverse set of speakers, performers and attendees.
The goal was to highlight that diverse crowd, continue the brand’s social media presence, and engage with participants during the live, two-day virtual event via Facebook, Twitter, Instagram and LinkedIn. In order to achieve success, Stone Ward decided that they needed to increase the visibility of the Virtual Summit while fostering the relationship with current and new followers.
In content creation, the agency concentrated on highlighting the inspiring list of speakers and performers, which included “Queer Eye’s” Karamo Brown, Surfer Bethany Hamilton, Veteran and “Dancing With The Stars” winner J.R. Martinez, body-positive activist and star of TLC’s “My Big Fat Fabulous Life” Whitney Way Thore, and musicians ranging from the band MAGIC GIANT to “America’s Got Talent” alumni, Mandy Harvey and Kodi Lee – and many more
This engaging content helped foster conversations among the audience, emphasize the No Barriers Life, and introduce potential new listeners to the No Barriers Podcast. They even found ways to provide additional entertainment for Summit attendees by creating an exclusive Spotify Playlist and Facebook Profile frame to enhance the Summit experience.
Through compelling ideas and creative, plus top-notch community management, Stone Ward was able to break many of our own barriers and successfully promote what we like to call The Virtual Summit of the year.
Through this partnership, over 4,000 people attended the first-ever No Barriers Virtual Summit and in just over two weeks, they were able to grow No Barriers overall social media audience by 1.6 percent, increase engagement by 205 percent, and garner 2.7 million organic impressions. They also saw a 32% increase in website traffic in the months leading up to the virtual event.