BRANDS NEBULA CASE STUDY
AGAZ Summit Sells Out 20 Days Early via Targeted Performance Marketing and C
Leadership Team at Canada Startup Association
"We had a vision to connect Canadian startups globally, but we struggled to turn that mission into ticket sales. This partnership gave us the strategic edge we needed. Seeing the summit sell out nearly three weeks early gave us the confidence to focus entirely on the attendee experience rather than the bottom line. It was a complete shift in our momentum."
AGAZ Summit launched in 2024 with a critical mission: connecting Canadian startups with the global resources and support they need to thrive in a volatile economy. As the official representative of Expand North Star at GITEX Global, AGAZ provides a bridge for BIPOC founders and entrepreneurs to access international markets.
When we began our engagement, the summit had a powerful message but lacked the digital infrastructure to convert that message into revenue. By implementing a high-velocity ad strategy and conversion rate optimization (CRO), we didn’t just meet their goals we cleared their entire ticket inventory nearly three weeks before the doors opened.
Here’s how.
The Obstacle: High Stakes, Low Visibility
Despite the prestige of the event, early ticket sales were stagnant. The team faced a common hurdle for new events: limited market visibility and an ad strategy that wasn’t reaching the specific “founder” persona effectively. With the event date approaching, there was no clear funnel to guide a curious founder from an initial ad click to a confirmed ticket purchase. The reliance on organic word-of-mouth was proving unsustainable for a global-scale summit.
The Strategy: Building the High-Conversion Engine
We transitioned AGAZ from passive awareness to aggressive acquisition by focusing on three foundational pillars.
Conversion-Led Web Revamp
We recognized that the website was the primary “closer.” We executed a deep CRO (Conversion Rate Optimization) audit, redesigning the landing pages to emphasize urgency and social proof. By integrating clear Call-to-Actions (CTAs) and streamlining the user journey, we ensured that every visitor had a frictionless path to the checkout page.
The “Hook” Strategy
Standard static ads weren’t enough to stop the scroll for busy entrepreneurs. We pivoted to high-energy hyperlapse video ads that showcased the scale of the venue and the energy of the community. These “founder-led” promos acted as a high-intent hook, guiding viewers directly to the registration portal.
The Execution: Multi-Channel Market Saturation
We deployed a targeted campaign across Meta and Google, specifically designed to resonate with BIPOC founders and the Canadian startup ecosystem.
- Top-of-Funnel (TOFU): Awareness ads focused on the “Why” highlighting the transition from “disconnected and burnt out” to “unlocking new opportunities”.
- Middle-of-Funnel (MOFU): We used A/B testing on ad creatives to determine which messaging (Value-based vs. Networking-based) drove the highest engagement.
Bottom-of-Funnel (BOFU): Retargeting campaigns focused on the “Lucky20” scarcity play, offering a final incentive to those who had visited the site but hadn’t yet committed.
The Results: The Story of a Sold-Out Summit
The data confirms the power of a synchronized ad and CRO strategy.
The 20-Day “Clean Sweep”
The primary objective was achieved ahead of schedule: the summit officially sold out all tickets 20 days before the event. This allowed the AGAZ team to focus on event logistics rather than last-minute marketing.
High-Efficiency Ad Spend
Our Meta and Google campaigns generated a total conversion value of $63,021 from an optimized spend. Key campaigns delivered consistent “Purchases” across a wide variety of ad sets, proving that the messaging was hitting home across multiple audience segments.
Visual Proof of Growth
- Landing Page Transformation: The “Before vs. After” of our CRO efforts showed a clear shift from general info to a conversion-centric layout.
Global Interest: We saw consistent sales across the Canadian entrepreneurial landscape, with a measurable lift in registration rates immediately following the launch of the hyperlapse video ads.
Turning Awareness into an Annual Powerhouse
By the time the summit began, AGAZ had transformed from a new name in the market to a sold-out industry staple. The full scope of our work showed that when you pair a powerful mission with a data-driven “growth engine,” sustainability becomes inevitable.
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