Campaign Summary

Client: TransPerfect
HQ: New York, NY
URL: transperfect.com
Company Type: Translation & Globalization Technology
Campaign Focus: Event Marketing & Attendance Drive

The Setup:
TransPerfect runs GlobalLink Next, the annual user conference for GlobalLink, their flagship translation platform. New clients were coming in steadily. The user base was growing. Conference attendance wasn’t. The people who should have been in the room weren’t making the case to get there, and the event wasn’t giving them enough ammunition to try.

The Turn:
We built a three-round video campaign designed to move prospective attendees from “that sounds interesting” to “I’m registered.” Round one was a Save the Date, announcing the location and dates for both the Amsterdam and Washington DC events.

Round two was four animated Top Reasons To Attend videos, each built directly from survey data from previous attendees answering what made the conference worth their time.

Round three was a five-part video series following Rodney Boddy, a well-meaning but deeply unqualified instructor trying to teach hapless Alan how to convince his boss to send him to GLNext. The “Convince Your Boss” email template is a conference staple. We made it a comedy series instead.

The Punchline:
Ten videos. Two continents. One creative system built to scale from Amsterdam to Washington DC without starting over. The campaign was modular by design, each round timed to specific moments in the registration cycle. As for Rodney, attendees showed up to the Washington DC event asking where he was. Nobody told them he wasn’t real. That felt like a win.