Our work for B Corporation US & Canada
B Lab needed the 2024 Champions Retreat to reach people in the room and the wider B Corp community. We planned the event content, filmed and photographed across five days, and published social coverage while the programme was taking place. The work produced more than 50 videos, 200+ edited photographs and a reusable library for later campaigns. Reported results included over one million impressions and 85% attendee participation through sharing, tagging or resharing content on social media.
Live coverage during the retreat
Our team published content on Instagram, Twitter and LinkedIn while the retreat was taking place. Attendees could share and respond to the programme as it happened. The event recorded 85% attendee participation through content shared, tagged or reshared on social media.
More than 50 videos from five days
Three crews covered keynotes, breakouts, interviews and informal moments across the retreat. More than 50 edited videos gave B Lab a collection of speaker clips, highlights and stories, with versions for immediate use and material for later communications.
An organised library for future campaigns
We grouped the finished photographs and videos by day and theme and delivered media kits for B Lab’s teams. The collection supported newsletters, thought leadership and fundraising beyond the event, extending the use of footage captured during the retreat.
Capturing the B Corp Champions Retreat
B Lab USA invited us to lead the content strategy for the B Corp Champions Retreat 2024. The production needed to cover the programme, give attendees material to share during the event and leave B Lab with content it could use afterward. We planned those uses together, so live coverage and the longer-term library came from the same five-day production.
The retreat brought together leaders from certified B Corporations around the world. Our brief combined event marketing, real-time video production and live social content across a busy five-day programme. We needed to capture the sessions without missing the conversations, people and smaller moments that gave the gathering its character.
Reaching people beyond the venue
B Lab’s team had a programme built around connection, learning and action. It needed a digital marketing agency to make that activity visible beyond the event itself, while respecting the different experiences and voices within the B Corp community.
There were more than 600 attendees and an existing audience of 100,000+ followers across B Lab’s digital channels. We therefore planned for two uses of every production day: content people could respond to while the event was live, and material B Lab could continue sharing afterward.
A keynote clip might be useful that afternoon and again in a later newsletter. An interview could contribute to a daily edit, a short social post and a longer story. Thinking through those uses before filming helped us decide what coverage the crews needed to bring back.
Planning capture, review and distribution
We organised the work into three connected stages:
- Capture. Record video, photographs and audio across the programme, with room for interviews and community stories.
- Publish during the event. Prepare short edits and social posts while the sessions and conversations were still current.
- Package for later use. Organise the material for newsletters, social channels, presentations, grant applications and other B Lab communications.
We worked with B Lab’s marketing and communications teams to prioritise keynotes, breakout sessions, interviews, photojournalism and short documentary stories. A shared ClickUp board and Slack channels supported daily approvals, giving reviewers a clear place to assess material before it was published.
Covering a busy programme
Before the event, we scouted venues for camera positions and lighting, spoke with session leads and identified the speakers and stories requiring particular attention. We also planned the main moments needed for the highlight film and longer-lasting content.
The brief included stories from underrepresented voices in the B Corp community. Planning those interviews and coverage opportunities ahead of time gave the crews a way to make space for them alongside the main sessions, rather than relying on whatever happened to be easiest to film.
Three crews worked simultaneously across sessions, activations and informal conversations. Meanwhile, the social team prepared Stories, Reels and carousels for Instagram, Twitter and LinkedIn. Some content went live within minutes of capture, with the review workflow already in place.
The five-day production
The finished work covered the people, sessions and activity of the retreat in formats B Lab could publish during the event and afterward. Over five days, we produced:
- 50+ edited videos, including highlight reels, speaker clips and testimonials.
- 200+ edited photographs of keynotes, breakouts, activations and portraits.
- Live social content for Instagram, Twitter and LinkedIn.
- A final “Thank You” video, delivered within 24 hours after the event.
- Media kits by day and theme for internal and external communications.
We uploaded material daily to a central library, using tags and organised folders to make it accessible to B Lab’s team. Campaign-level tracking links also helped the team review how content performed across channels once it had been distributed.
Reach and participation
The event results covered exposure to the content, attendee involvement and the breadth of the people featured. Reported measures included:
- 1M+ total impressions across B Lab’s social platforms.
- 85% attendee participation through content shared, tagged or reshared on social.
- 5x higher engagement compared with previous B Corp retreat events.
- 50+ speakers featured in video, photographs or social posts.
- 100,000+ extended reach among non-attending B Corps and external partners.
- An evergreen content library used for thought leadership, newsletters and fundraising.
The live coverage was planned to give attendees material they could share during the event, alongside documenting the formal programme. Interviews, session footage and community stories all contributed to that coverage.
What made live delivery possible
The short turnaround depended on decisions made before the event. Crew assignments, coverage priorities, editing plans and an agreed approval route meant the team could respond to the day without starting the process again for every post.
The material also continued to have uses after the retreat. B Lab drew on the deliverables for webinars, proposals and media kits. Packaging the library by subject and format made those later uses easier, rather than leaving the organisation to search through unlabelled event footage.
Further work discussed with B Lab included accessibility improvements, multilingual captions and reaching other impact-focused audiences. Those ideas build on the same need to make the content useful to people who were not present for the original moment.
If your organisation is planning a conference, it helps to agree on both the live publishing needs and the later uses before production starts. Contact Setsail Marketing to book a Growth Strategy call and discuss the programme, audience, approval requirements and content your team needs to keep.
Project FAQs
What does an event content agency handle for a conference?
The scope can include planning coverage, filming, photography, editing and social publishing. For the B Corp Champions Retreat, we also organised the finished material into media kits and a central library, so B Lab could use the production during the event and in later communications.
How does live content support attendee participation?
It gives people material to share and respond to while the programme is taking place. At the retreat, our team published session clips, Stories, Reels and other posts through an agreed review process. Participation was recorded through sharing, tagging and resharing, rather than treated as the same measure as impressions.
How can conference video be reused after the event?
Speaker clips, interviews and highlight footage can support newsletters, presentations and later campaigns when they are captured and organised with those uses in mind. B Lab used its retreat library beyond the event, including in webinars, proposals, media kits and other communications.
What did Setsail produce at the B Corp Champions Retreat?
We produced more than 50 edited videos and 200+ photographs across five days, along with live social posts and media kits. The work included speaker clips, short documentary stories, interviews and recaps. A final Thank You video was delivered within 24 hours after the event.
How do we plan an event production with Setsail?
Book a Growth Strategy call to discuss the programme, audience and content requirements. We can review the venue coverage, live publishing schedule, approval process and formats you want to retain, then define the crew and production scope around those needs.
