Case Study

ADL

Elevating an organization through full-service event marketing.

Assignment

ADL (Anti-Defamation League) hosted a suite of signature events in the fall of 2021, including Never Is Now, The Summit on Antisemitism and Hate, and ADL In Concert Against Hate. Town Hall was engaged as a marketing partner for these tentpole events and tasked with:

  • Elevating the event brands through both visual design and attendee engagement strategy 
  • Executing paid media campaigns to target and grow strategic audiences worldwide
  • Creating conversion-friendly event landing pages 
  • Producing key virtual components of ADL In Concert Against Hate

Solution

Media Approach: We focused on the unique target audiences and creative direction for each event, while leveraging the virtual format and incredible talent line-up to expand our reach beyond ADL’s built-in base of supporters. We developed marketing plans that incorporated programmatic video, paid social, and niche direct media buys to ensure success with both high-level awareness and lower funnel conversion. 

Creative Approach: To support our paid campaigns, we created event collateral and marketing assets, including: 

A timely promotional video for Never Is Now—reinforcing the urgency and importance of the Summit.

Promotional Concert videos, including a sizzle video, a general promo video, and an urgency promo video that highlighted talent participating in 2021.

Conversion-friendly websites (Never Is Now & ADL In Concert Against Hate) that seamlessly transitioned to a streaming destination for the events themselves.

Virtual event production elements for ADL In Concert Against Hate, including a full GFX package, opening segment production, program captions, night-of concert streaming and a post-concert highlight reel.

Results

Never Is Now

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. Watch this highlights video to see some of the inspiring leaders in the fight against antisemitism and other forms of hate from the Summit.

ADL In Concert Against Hate

Our paid media campaign generated over 2 million impressions, over 300,000 promo video views, and increased registrations by 40% YOY.  Watch this highlights video created by Town Hall to learn more.