Campaign idea

The Previous-Edition Photo Drop

Resurface last edition's best moments and tag the people in them. Their networks see the event before you have spent a rupee on ads.

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What it is

Most event photo archives are used once and then die on a hard drive. They are, in fact, a year's worth of social content for the run-up to the next edition.

The campaign is simple: drip the best photos from the last edition across the ten weeks before this one, and tag the people in them. Tagged people get a notification, most of them reshare, and their networks see the event through a real attendee rather than through your ad account.

When to run it: Before the event
Who does the sharing: Attendees
What it's for: Registrations, Brand reach
Effort: Low effort

Timing: The ten weeks before the event.

Why it works

Real photos of real crowds beat any rendered promotional graphic on engagement.
Tagging pulls in the tagged person's network at zero cost.
It fills the content calendar for the run-up, which is the hardest stretch to keep interesting.
It works even when you have no news to announce yet.

How to run it

1
Sort the archive by quality, not by chronology
You want crowd energy, faces, speakers mid-gesture. Skip the empty-room and signage shots.
2
Match faces to names
So you can tag rather than post anonymously. Untagged photos do a fraction of the work.
3
Get consent once, up front
Cover it in your photo policy at registration so tagging is never a surprise.
4
Schedule two or three a week for ten weeks
One post a week reads as an afterthought. Daily reads as spam. Two or three is the range.
5
Send each person their own photo directly
As well as posting it, deliver the photo to the person in it. That is what turns a post into a reshare.