YPO is a global leadership community of 30,000+ extraordinary chief executives. It provides an inclusive community where they share their experiences, access rich learning programs and make lasting friendships.

The Challenge

YPO’s national premier conference in Banff, AB was fast approaching. With many of its high-ticket seats still unsold, YPO needed to make a push to 40 remaining tickets.

Our approach consisted of a direct-response video ad to reach YPO’s ideal buyer. To pull them into the ad, we needed to establish instant credibility with that audience. After that, the message needed to convey why the conference is relevant to them, how they’ll benefit from it, and why they needed to act now.

The video also had to be simple to produce due to budget constraints.

To establish that credibility we partnered with Dragon Den’s Brett Wilson—a well known business leader figure in Canada. The message, stock visuals and distribution plan combined to create a simple yet powerful video ad.

We felt confident of what we created. But how fast we saw results surprised us.

The Results

The video ad got the job done in a matter of days using a combination of targeted digital ads and email marketing. The hyper-targeting nature of digital ads allow for a low cost-per-conversion (CPC), and a massive return on ad spend (ROAS).

And because we executed a simple shoot, the low production cost added to the return-on-investment (ROI) that was achieved.