Anti-Defamation League

The client: Anti-Defamation League  

The brief: Rebrand and market 2021’s Never Is Now, the world’s largest annual summit on antisemitism and hate. Promote and host the ADL In Concert Against Hate. Build on the previous year’s momentum and market the first-ever hybrid Never Is Now Summit in 2022. 
 

The solution: Elevate the brand with a media campaign aimed at targeting and growing strategic audiences, creating clean, accessible, and conversion-friendly landing pages. Create key virtual components for both events to produce a seamless global virtual event in 2021 and drive in-person ticket sales in 2022. Develop a suite of messages highlighting the urgency of being in-person including impression-driving programmatic placements, YouTube bumper content, ads with high-performing Jewish publications, dedicated emails, targeted video ads on paid social, and digital OOH ads in NYC. Launch a clean and easily accessible website for streaming and ticket purchasing and speaker info. Write and edit a rousing Hero Video to open the summit for in-person and virtual audiences that captures the urgency of ADL’s mission to fight antisemitism and all forms of hate and highlights a selection of ADL’s many accomplishments in this fight over the past year.

The impact: Never Is Now 2021 boasted the highest attendance rate in Summit history with over 11,000 participants worldwide and a 58% YOY increase in registrations. ADL In Concert Against Hate’s paid media campaign generated over 2 million impressions, over 300,000 promo video views, and increased registrations by 40% YOY. In 2022, the first hybrid Summit reached 2,275 In-Person Registrants 5,000+ Virtual Attendees from 40 countries and nearly all 50 states.
 

The provided services: Paid media, video scripting, email marketing, website creation