Slush
Slush is an annual event for the startup ecosystem, featuring a curated event that occurs in Helsinki at the worst time of year: autumn in Finland.
The Challenge
Slush needed to build hype around the event across the year, sell tickets, and communicate clearly about multiple applications. These included anything from Slush 100 (a pitching competition) to mentorship from speakers at the event. All applications involved multiple internal and external stakeholders, which made coordination exceedingly complex every year.
- Slush needed to be perceived as a forerunner in its offerings and not come across as too promotional
- Communications needed to be both extremely clear and appeal to a distinct tone of voice developed over the years, which is one of its strongest branding components
- Fiercely competitive environment in startup events: there are increasingly more events of similar content and target audience that may capture the audience before this event
Meridian’s Approach
Strategic Foundation:
- Mapped the full customer journey throughout the year for multiple target audiences: investors, startups, partners, and other types of attendees
- Created extensive year-round content calendars and multiple hype-phases to promote a series of applications during various parts of the year. This required the strategic placement of application periods during high and low seasons, and communications targeting the correct groups
- Created strong year-specific visuals and social media content that speaks with a very specific tone of voice to not come across as promotional
- Built from scratch stakeholder management tools internally to manage expectations and needs within the team and from partners
- Create physical aspects within the event that have large virality potential
Meridian’s Results
Meridian’s Results
Slush gained 15,000+ followers per year over the course of 3 years through this intentional management of needs internally, and external promotion that spoke in a down-to-earth, non-promotional way.
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