Realms of Cyber
- Realms of Cyber
- Media
- Performance Marketing
- Multi-channel
The problem
Pounce was tasked with driving ticket sales within 8 weeks for a major cybersecurity event called Realms of Cyber. No small challenge. But who doesn’t like a challenge, right?
- No historical campaign data
- Short runway (8 weeks)
- Competing free event
- Crowded cybersecurity events landscape
The campaign launched into a competitive cybersecurity landscape with several hurdles to overcome. The client had no prior digital campaign data or audience benchmarks, which meant our strategy had to be built from scratch. The event had just 8 weeks to go live and generate traction, leaving little time for multi-phase planning or extended experimentation.
To add further complexity, there was a competing free event in the market targeting a similar audience putting pressure on perceived value and urgency. The client’s use of a third-party ticketing platform (Humanitix) also introduced technical challenges with cross-domain tracking, limiting full visibility into the customer journey and attribution.
The solution
Pounce developed a rapid-response, multi-channel campaign designed to build awareness fast and convert interest into sales efficiently.
Our approach spanned LinkedIn, Meta (Facebook & Instagram), and Google Ads each selected for its strength in targeting specific segments of the cybersecurity community. In parallel, we produced a full suite of campaign creatives, including static ads, animated assets, and short-form video ads designed to maximise attention and drive action across channels.
Messaging was tailored for each phase: we began with early bird offers to incentivise quick uptake, then shifted into urgency-driven content and countdown messaging as the event neared. In the first few weeks, we tested and refined audiences, bid strategies, placements, and creative combinations in real time.
Remarketing audiences played a critical role, with customised ads served to users who had previously viewed videos, engaged with ads, or visited the event website. Budget allocation was optimised weekly, with more investment directed toward high-performing channels and segments as results emerged.
- Multi-channel approach: LinkedIn, Meta, Google Ads
- Agile optimisation: Tested and refined audiences, creatives, and targeting in the first 4 weeks
- Dynamic messaging: Early bird focus → urgency & countdown in final weeks
- Remarketing: Re-engaged warm audiences to maximise conversions
The results
We surpassed client expectations, delivered record attendance, and created a tested playbook for future event campaigns for this specific client. Happy days.
- 15% above ticket sales target
- LinkedIn: 209K+ impressions, 3.05% conversion rate
- Meta: 220K+ impressions, ~1% conversion rate
- Google Ads: 10K+ impressions, 3.6% conversion rate
The campaign not only met but exceeded the client’s expectations, with over 460 tickets sold, a 15% uplift against the original 400-ticket target. It also delivered valuable insight into audience behaviour, including high conversion performance from cybersecurity job titles, male and desktop users, and strong regional traction in Queensland.
This campaign proved that even with limited runway, the right mix of strategic agility, audience understanding, and creative iteration can drive commercial success.
Off the back of this success, the client now has a tested performance playbook to guide future event marketing campaigns — and a new internal benchmark for what’s possible in a compressed timeline.
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