Turning a seasonal trade-show account into a real lead-generation engine for the B2B trade show.

A B2B trade-show organizer serving maternity, baby and kids product businesses.

The B2B trade show runs on an annual cycle — a dormant social presence most of the year, then a compressed window to build buzz, community and qualified attendee leads before the show floor opens.

A project-based content and paid media push spanning three months in the run-up to the event: consistent organic content across Instagram, Facebook and LinkedIn (graphics, reels, carousels, live event coverage), paired with a lead-generation campaign run across both Meta and LinkedIn, plus cross-platform post promotion.

Instagram followers grew 217% and LinkedIn followers grew 134% within the campaign window, with Instagram's organic reach alone hitting 50x the account's follower base and LinkedIn organic reach hitting 18x — proof the content itself was doing the work, not just ad spend. On the paid side, the Meta lead-generation campaign delivered 6.8 times the planned number of leads, at a cost per lead roughly seven times lower than estimated. LinkedIn's campaign ran at a far smaller budget and a noticeably higher cost per lead, but still surfaced a handful of genuinely qualified leads — a useful signal for where to invest more next time. A seasonal, dormant-most-of-the-year account turned into a real, measurable pipeline of event registrations.