CROSS-CHANNEL DEMAND · CONSUMER ELECTRONICS
Turning a two-hour live event into cross-channel demand.
An integrated live-event strategy that connected reach, engagement, brand search and conversion pathways during a high-intensity retail moment.
03CategoryConsumer electronics
MomentBlack Friday
RoleMedia strategy and orchestration
DisclosureClient identity withheld
01 · The challenge
A short live event had to create more than simultaneous views. The campaign needed to turn attention into brand demand and give high-intent audiences a clear conversion path across channels.
02 · My diagnosis
Live reach, paid social distribution and search demand were being treated as separate activities. The opportunity was to choreograph them as one system with distinct jobs before, during and after the event.
The work began by reframing what the system actually needed to accomplish—not by starting with a channel feature or a preselected tactic.
Evidence views
Different views of the system—not repeated decoration.
03 · The system I designed
Prime
Build qualified anticipation before the live moment.
Broadcast
Maximise relevant reach and engagement during the event.
Capture
Convert increased brand search and product interest.
Extend
Retarget engaged audiences after the broadcast window.
04 · Decisions & trade-offs
The judgement behind the work.
- Measure the live event as a demand catalyst, not a standalone view-count exercise.
- Synchronise social distribution with search coverage around expected demand spikes.
- Preserve post-event value through sequenced audience re-engagement.
05 · Measured impact
06 · Leadership reflection
“The critical decision was to design for what happened after attention. Reach became commercially meaningful only when the team anticipated how people would search, compare and return after the broadcast.”