Using a digital advertising strategy to promote the congress, leading to 44% increase in registrations

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ISUOG Virtual World Congress


Using a digital advertising strategy to promote the congress, leading to 44% increase in registrations

The International Society of Ultrasound in Obstetrics & Gynecology (ISUOG) has been holding its World Congress event since 1991. Previously, physical congress events were held in leading cities around the world; 2020 brought an unforeseen challenge with new Covid-19 restrictions in place, requiring a need for ISUOG to move its congress online. Having never hosted the congress online before or used a full digital advertising strategy to promote it, the challenge in achieving registration targets presented itself.

Fox&Bear was appointed to support ISUOG in promoting the event and targeting new global audiences to attend its first year online. A last-minute paid media strategy was required in order to reach registration target.


  • Client

    ISUOG Virtual World Congress

  • Industry


Project process

Strategic setup

Strategic setup

  • Step One

    Strategic setup

    A multi-platform paid media campaign across Google, Facebook, Twitter and LinkedIn to maximise visibility

  • Step Two

    Targeting the audience

    Each platform drilled down into specific targeting to ensure optimal relevancy of audiences e.g. relevant terms for search, job titles on LinkedIn and user interests on Facebook

  • Step Three

    Campaign optimisation

    Agile optimisation of campaigns to ensure media spend was allocated where best returns were coming from e.g. platforms, networks, ad variations

  • Step Four

    Incorporating offline data

    Incorporating weekly offline registration data into optimisations to further ensure efficiency of spend

  • Step Five

    Adapting messaging

    Adapting messaging and calls to action in accordance with the event timeline, concluding with creating a sense of urgency in the last two weeks

Two-stage funnel approach

We developed a paid media strategy that applied a two-stage marketing funnel approach, targeting key audiences within the industry and key markets around the globe; first, utilising brand awareness messaging to place the congress in front of audiences and then convert them in the acquisition phase. Working closely with the creative agency, we devised ad copy that complemented new asset designs and resonated with key audiences.

By implementing the above strategy and providing continued support, the target of 2500 registrations increased by 44%, leading to a highly successful event.

Working closely with the ISUOG team, Fox&Bear provided invaluable data throughout the campaign and imparted upskilling knowledge along the way, providing a platform for improving ISUOG’s marketing approach in the future.


  • Google Search campaign creation
  • Facebook advertising strategy
  • LinkedIn targeting
  • Two-stage marketing funnel approach
  • 2500 event registrations