SAIPA Accounting iNdaba 2025 – Event Marketing

Digital Marketing Campaign:
Comprehensive Event Promotion Strategy for South Africa’s Premier Accounting Summit

Duration:
1 Month

Overview
The SAIPA Accounting iNdaba 2025 brought together professionals, academics, policymakers, corporates and executives from across South Africa’s financial and business landscape. Hosted by the South African Institute of Professional Accountants, this annual event set out to drive thought leadership and conversation in a profession undergoing rapid transformation.

AlienNation Creative Agency was commissioned to manage the end-to-end marketing campaign — from building anticipation and launching platform-specific pre-event campaigns to delivering high-impact content during the iNdaba and extending its legacy online in the post-event phase.

Watch videos created post event and livevideos from the event

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Welcoming to Day 2

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Scope of Work

AlienNation executed a complete marketing and content strategy that spanned:

Campaign creative direction and visual identity
Campaign asset and event collateral design
Google advertising
including Search Engine Marketing, YouTube, Display
Social media marketing
(Facebook, Instagram, LinkedIn, TikTok)
Event live coverage
(Video production, Photography and Photo Editing, Daily Social Media live posts and updates)

The Campaign Journey

Pre-Event: Build the Buzz

Ahead of the event, we built awareness and excitement through platform-specific strategies, each tailored to the audience demographics and intent.

LinkedIn focused on professional engagement and drove 312,312 impressions and 801 new followers — with a 15.9% engagement rate, well above platform averages.
Facebook content achieved 954,300 impressions and 116,191 video views with 5,300 post engagements — amplifying reach while driving meaningful conversation.
Instagram gained 274 new followers, 265,100 views, and 1,900 link clicks, confirming interest and intent from the platform’s younger, mobile-savvy audience.
Google Ads delivered over 521,233 impressions and 163,097 clicks, reinforcing the campaign’s efficiency and strong ad creative performance.
TikTok saw SAIPA’s debut, where 73 videos were launched — generating 14,672 impressions and early traction among a Gen Z audience.

During the Event: Capture the Momentum

During the Event: Capture the Momentum

Our onsite content team provided full live coverage, ensuring that the event’s energy extended beyond the venue.

Reels, short-form interviews, behind-the-scenes content and highlight clips were published in real time.
Facebook alone saw over 28,000 video plays during the event period.
Daily video roundups and panel recaps were shared across all platforms, maximising content mileage and sparking continuous engagement.
Engagement was strongest on visual platforms, with TikTok posts achieving engagement rates of up to 33% — confirming the power of real-time storytelling for younger viewers.

🔁 Post-Event: Keep the Conversation Going

Post-event activity focused on extending the iNdaba’s digital footprint and creating a lasting narrative.

Recap content and highlight reels were published across all platforms.
High-performing posts on LinkedIn included Gala Dinner snapshots, keynote speaker insights and award moments — helping reinforce SAIPA’s thought leadership position.
Final campaign wrap-ups helped build brand equity for SAIPA and laid the groundwork for 2026.

Performance Highlights

Here’s a snapshot of how the campaign delivered across key touchpoints:

The SAIPA Accounting iNdaba 2025 campaign demonstrates the power of an integrated, cross-channel strategy when executed with insight, creativity and precision. From brand-building, ticket sales and community engagement to platform-specific content creation and performance media, AlienNation helped make the iNdaba not just an event — but one that was a resounding success and will be remembered by attendees and the brand.