Insights

Knowledge Summit 2024 set out to solidify its position as a global thought leader by introducing Human Intelligence (HI) as a transformative concept amidst the AI revolution. Research indicated that while AI was a trending topic, the role of HI in driving innovation and economic growth was underexplored. This presented a unique opportunity to position the summit as a pioneer in redefining intelligence through knowledge as the main catalyst to drive future skills and the AI economy.

Imagination

Anchored by the manifesto—“Fortifying Human Intelligence to shape tomorrow’s economy”—the campaign uniquely positioned HI as a transformative force amidst the AI revolution. A bold visual identity was crafted to make HI synonymous with Knowledge Summit, emphasizing foresight, critical thinking, and lifelong learning. Messaging targeted B2C, B2B, and B2G audiences, inspiring them to leverage human capability in an AI-driven world.

Integration

To maximize reach and drive engagement, we implemented an integrated communication strategy that seamlessly combined social media, digital marketing, radio, and press. The plan was crafted to amplify the summit’s visibility and create a cohesive message across all touchpoints. Social media served as the backbone of the campaign, with over 1,940 posts strategically designed to spark conversations, grow followers, and enhance engagement, achieving an impressive 36.4% engagement rate and increasing the follower base by 9,800. Targeted digital ads on Instagram, Facebook, LinkedIn, and TikTok were deployed to maximize registrations, resulting in over 30,000 sign-ups. The digital campaign including programmatic and Google Ads. was supported by a strategic mix of radio spots and press coverage to reinforce messaging and reach a broader audience. Live streaming in 3 languages attracted 45,000 views, ensuring global participation and accessibility. This integrated approach not only amplified reach but also solidified Knowledge Summit’s position as a thought leader, influencing the global discourse on Human Intelligence and its role in an AI-driven world.