Fairmont Longevity Summit India
Launched India's first longevity summit by building the category demand first, then capturing it on branded search.
Client
Fairmont Longevity Summit India
Industry
Live events · wellness & preventive health
Timeline
6 weeks
Services
Paid Media, CRO, Growth Analytics
The challenge
Longevity Summit India came to us with a first-edition premium event, a fixed date that could not move, and a category the Indian market was not searching for. There was no branded search volume to harvest, no competitor set to take share from, and no established mental model for what the event even was.
Passes were priced as a high-consideration purchase, and nobody buys at that level from a cold ad. Every rupee of bottom-funnel spend would fail unless someone first built the category in the audience's head — and there were six weeks to do it in.
What we did
We treated this as a demand-creation brief, not a demand-capture one. A small share of the Meta budget went to awareness, traffic and engagement before a single lead campaign was switched on.
Awareness before capture. Top-of-funnel spend on Meta built recognition, then Google Search captured the branded demand it manufactured.
Borrowed credibility. The majority of Meta spend ran through partnership ads with the summit's speakers and partner brands — the trust a debut event cannot generate on its own.
A page, not a form. Traffic was routed to a rebuilt site with a persistent conversion path, live inventory signalling and a pass-tier selector, rather than to in-platform instant forms.
Quality governed at the source. The lead form qualified before it captured, and ad sets producing spam were paused rather than filtered downstream.
Cut fast, not slow. An international audience test and a Demand Gen campaign were both stopped early rather than optimised toward viability — with a fixed event date, reallocating to what already worked was worth more than proving what might.
Full tracking through GTM, Meta Pixel and Google Ads conversion tracking sat underneath all of it, so every decision was made against measured outcomes rather than platform defaults.
The outcome
The awareness layer did exactly what it was built to do. An audience that had not heard of the event began searching for it by name, and branded search captured that demand at a click-through rate only genuine recognition produces. A dormant Instagram profile moved to a sustained plateau many times its pre-campaign baseline and held it for the length of the campaign.
The most telling result arrived after the ads were off and the doors had closed: engagement kept climbing. The client finished the engagement owning an audience built almost entirely during this campaign, and a category position nobody else in the market holds. Client-reported: the summit sold 100+ passes, with both premium Immersive Stay tiers sold out.
Sustained Instagram reach
Brand search click-through rate
Cost per lead, landing page vs instant form
