Growth Marketing Case Study

Driving a Surge in Attendees with Comprehensive PPC for Events Marketing

ScyllaDB is the company behind the industry’s most demanding real-time data infrastructure, built for developers who refuse to compromise on performance. With their flagship developer conference, P99Conf, on the horizon, ScyllaDB needed to expand their reach beyond their existing community and drive registrations from developers who would not only sign up, but actively attend and participate.

Firebrand leveraged its expertise in PPC for events to build a targeted paid media strategy designed to reach high-intent developer audiences at scale. Drawing on audience segmentation, keyword research, and multi-channel ad execution, Firebrand crafted campaigns that shifted P99Conf’s marketing from a regional approach to a national and international strategy, delivering the conference’s best year yet.

Key Results

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Generated over 4x the amount of Reddit sign ups while increasing Google Ads by 134% absolutely demolishing the previous years totals

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Reduced cost per sign-up by 51% on Reddit Ads and 54% on Google Ads

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Increased video views by 191% YoY while decreasing CPV by 38%

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Reached a highly targeted audience across more than 18 countries

Approach

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Audited historical campaign performance to assess which segments were performing best and which required more bespoke messaging, while fine-tuning budget allocations down to the asset level

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Maximized the impact of a diverse array of event speakers by tailoring individual campaign structures to align with targeted countries and audience segments

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Prioritized video assets across both YouTube and Reddit, knowing those users are uniquely receptive to informational webinar-style content

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Built highly segmented Custom Intent audiences with detailed disciplinary focuses to closely align subject matter expert–led assets with relevant users

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Tapped into niche subreddits with highly focused content to meet our technical audience where they naturally spend their time, building both lead volume and on-the-ground awareness

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Focused on creating brand-agnostic messaging to prioritize user engagement and long-term affinity over immediate sales

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