Event Marketing Agency for Global Conferences – Driving 1M+ Impressions for B Corp’s Flagship Retreat

How We Helped B Corp Capture a Global Movement Through Purpose-Driven Event Marketing

When B Lab USA invited us to lead content strategy for their flagship event—the B Corp Champions Retreat 2024—we knew it was more than just documentation. This wasn’t about “covering a conference.” It was about visually capturing a global movement and amplifying it in real time.

The retreat brought together hundreds of leaders from certified B Corporations around the world, all aligned in one mission: to redefine the role of business in society. Our challenge? Deliver strategic event marketing, real-time video production, and live social content that reflected the scale, emotion, and power of this community—and do it all across five packed days.

Context & Challenge: Telling a Global Story in Real Time

B Lab’s internal team had a strong vision, a high-impact agenda, and a massive responsibility: hold space for connection, learning, and action across a diverse audience of B Corps from dozens of countries. But they needed a digital marketing agency that could make the story bigger than the room.

This event wasn’t just for the 600+ attendees—it needed to reach the 100,000+ followers across B Lab’s digital channels, and ultimately the global B Corp community. That meant every asset we created—every interview, highlight reel, Instagram Story, or testimonial—had to do two jobs:

1. Engage attendees live and in the moment.
2. Fuel campaigns, movement messaging, and recruitment for months to come.

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Our Strategy: Content Architecture for Scale and Purpose

We started with the question: how do we make this event feel alive, even to someone watching from the other side of the world?

Our approach had three strategic layers:

1. Capture the content (video, photo, and audio) in a way that felt authentic, inclusive, and actionable
2. Distribute the content in real time to drive momentum and participation while the event was live
3. Package the content into assets B Lab could use long after the retreat—across newsletters, social posts, board meetings, grant applications, and beyond

We worked closely with the internal marketing and comms teams at B Lab to design the content hierarchy: keynotes, breakout sessions, interviews, photojournalism, and micro-documentaries. We used a shared ClickUp board and Slack channels for daily approval workflows, ensuring the team could review and greenlight content on the fly.

Creative Process: Storytelling with Purpose and Precision

We don’t show up to events and start rolling. We believe the best event marketing outcomes come from treating content like strategy—not just logistics. That meant:

• Scouting venues in advance to plan camera coverage and lighting
• Coordinating with session leads to prioritize stories and speakers
• Mapping out “hero moments” to anchor the highlight reel and evergreen content
• Identifying impact-focused stories—especially from underrepresented voices in the B Corp community

Our video production team ran three simultaneous crews to cover sessions, activations, and spontaneous moments. Meanwhile, our social media marketing team pushed Stories, Reels, and carousels to Instagram, Twitter, and LinkedIn within minutes of capture—each post carefully framed to invite participation and build on the movement’s values.

Execution & Deliverables: Scaling Impact Across Channels

Over the course of five days, we created:

• 50+ custom-edited videos including highlight reels, speaker clips, and testimonials
• 200+ edited photos spanning keynotes, breakouts, activations, and portraits
• Real-time social content distributed live on Instagram, Twitter, and LinkedIn
• A final “Thank You” video, delivered within 24 hours post-event
• Media kits segmented by day and theme for B Lab’s internal and external teams

We managed daily uploads to a central asset library, clearly tagged and organized for easy access. We also integrated campaign-level UTMs and tracking so the B Lab team could see how content performed across different channels.

Real Business Outcomes: Purpose-Driven Event Marketing That Performed

We don’t just deliver assets—we track results. Here's what this campaign accomplished:

• 1M+ total impressions across B Lab’s social media platforms
• 85% attendee participation with content shared, tagged, or reshared on social
• 5x engagement boost compared to previous B Corp retreat events
• 50+ speakers featured in video, photo, or social content
• 100,000+ extended reach to non-attending B Corps and external partners
• A full evergreen content library now used for thought leadership, newsletters, and fundraising

But beyond the numbers, the qualitative feedback was what stood out. One attendee told us, “I didn’t feel like content was being made about the event—I felt like I was part of it.” That’s what we aim for.

Lessons Learned & What’s Next

One of the biggest takeaways from this event: real-time content doesn’t mean rushed. It means prepared. Because we built the right approvals, schedules, and team structure in advance, we were able to stay nimble and creative without compromising quality.

We also learned that purpose-driven content has a longer shelf life than most people assume. With the right format and voice, a moment from a breakout panel in Vancouver can become a touchpoint for a CEO in Berlin months later. We saw our deliverables used across webinars, proposals, and media kits—proof that strategic storytelling pays off.

Looking forward, we’re continuing to partner with B Lab on ways to improve accessibility, integrate multi-language captioning, and expand content reach into other impact-driven ecosystems.

If you’re running a global event or movement-driven initiative and need a content team that can do more than show up with cameras—let’s talk. Contact Setsail Marketing to bring strategy, storytelling, and real results to your next event.