Turning 12,000 Possi"bitly"ties into Company ROI
Brand Showcase Project
Bitly Booth Campaign to Execution
4 Week Project | The Penn District
How I collaborated with Bitly and TrackMarketing: the result was a cohesive space that blended creativity with strategy, driving meaningful connections with attendees.
About Advertising Week New York 2024
Advertising Week New York is an essential platform for industry leaders to connect, share ideas, and drive innovation in marketing and advertising. For Bitly, this event presents a unique opportunity to introduce its latest products—QR Codes, Links, and Sites—to a global audience of decision-makers. Bitly's goal was to attract qualified leads and showcase it's new platform with Sales + Brand uniting.
Attendees
Advertising, Marketing, Brand Influencer
12,000+ globally
Speakers
1200+ speakers
Sponsors
500+ exhibits
Overview
Opportunity and Stakeholders
Research and Collaboration for
Bitly’s Brand Strategy at
Advertising Week New York
Brand, Design, Product Marketing and Sales in Unison
To bring Bitly’s brand to life at AD Week New York, I collaborated with TrackMarketing to design a booth that integrated business objectives with creative storytelling.
8 customer stories (Curology, Smalls, Daily Harvest, etc.) were highlighted to show product potential across Bitly’s new products—QR Codes, Links, and Sites.
Planning & Development Artifacts
Daily Iteration to Reach Optimal Execution
Information Architecture
My challenge with this Display was combining 9 different brands (including Bitly) to be unified while still ensuring Bitly is dominate as the primary brand shown. Color, type, logos, QR Codes, links, messaging, photography grids, and products were composed.
Display Layout
Partnering & Communicating
Moodboards were created to understand how all these partner brands could live together. I would supply concepts with TrackMarketing to show how boards could be displayed and wayfinding. I would update our team with collaborative updates at design standups and on Google Slides.
The Full User Journey & What's Promoted
From Sales Team landing pages, donation activations, 8 partner brands, 4 giveaways, evolving messaging and booth layout, Figma, Google Suite, Slides and Asana are paramount to the success of this campaign.
Information Architecture
Program Management
How I'm Structuring Design Deliverables
Organizing structure is at the core of any Bitly project. For ADWeek New York, I would create Asana cards to move projects with stakeholders, my Creative Director and agencies collaborating on Booth Designs. Tags are added to understand metrics and prioritization across additional tasks.
Creation
Results & Deliverables
All deliverables were created in Adobe Illustrator applying research techniques on Figma. The goal to show industry, compelling statistics, how the brand applied Bitly to their work and point of connection with QR Code were all areas created to build on each activation. Sample boards, products, and TikTok social were created.
$10,000
Donations
5 charities were contributed as an alternative to merch that saw historically low return
2200
Lead Capture
Attendees from all industries flowed through our Bitly Sales team + online form
8
New Stories
Customer Connections were created beyond this event and live on Bitly.com + social
100%
Completion
All deliverables met on time and we have a growing playbook to use this in the future.
Testimonial
Tony Roma – Lead Content Strategist, Bitly
Edison is a strong creative and collaborative team member. He is quick to offer support and brainstorm creative ideas. I could always rely on him to turn around illustration requests in a short time and offer valuable input on my own blockers in content work.
Creatives need people like Edison around to make sure ideas stay fresh and approaches make sense. On top of all that, he's a personable person who brings people together in a kind and supportive way; that's more important than ever in today's remote working world.