Case study
One office launch, three audiences, months of content
How the Berlin and Paris office launches became full-funnel campaigns instead of parties, with community, executive, and press motions in each city.
This is the method behind the principle. When Figma opened offices in Berlin and Paris, I didn’t run an office party. I ran a full-funnel campaign that happened to have a launch in the middle of it.
Context
Two new offices, two new markets to make noise in. The easy version is a launch event with a cake and a photo. The useful version treats the launch as raw material for a campaign that keeps working long after the day.
Approach
Three formats, three parts of the funnel
Each city got three connected events, each aimed at a different audience:
- A community event for bottom-up awareness, paired with out-of-home advertising on public transport and in key areas of the city. Over 350 people came to the community events.
- An executive dinner for about 20 leaders from target companies, current customers, and prospects. This was the top-down, white-glove motion, with Figma executives in the room.
- A PR breakfast, where we invited journalists to hear the story first and the CEO presented and did interviews.
One launch, three audiences, three different jobs in the funnel.
Then multiply it
The events were the source, not the finish. From them we produced:
- Write-ups on the blog
- Customer videos for the use-case site
- Social posts to carry the moment
So a single day in each city turned into a stream of content across owned channels and earned media, hitting people who never attended anything.
Outcome
What I can stand behind, from 2022:
- 350+ attendees at the community events
- Press in three to four outlets per location
- A spike in regional traffic
- A lift in “Request a Demo” actions on the website in those regions
What I can’t give you is a clean pipeline or revenue figure. This was 2022, and I won’t attach a number I can’t stand behind. It was a brand and demand moment with strong top-of-funnel and press results, and it’s the clearest illustration of how I think about events.
Artifacts
To assemble: event run-of-show for the three formats, out-of-home creative, sample blog write-ups and customer videos. Redact anything not cleared for public sharing.
What this proves
The method. Most event budgets die on the day. Mine are designed to keep paying out for months, because the event is a content engine and a multi-touch campaign, not a one-off activation.