Originally intended to be an intimate symposium for just 100 people, #POSSIBLEConference exploded in the weeks leading up to the event with hundreds of people over subscribing to attend the free conference. Registration required each person to share an example of creative content they had produced. “It’s so inspiring to see what people are making out there”, Uno de Waal, publisher of Between 10and5, said of the applications that were received.
#POSSIBLEConference was opened with a powerful keynote speech by MC, entrepreneur and personality ProVerb. “A brand has to evolve”, he told the packed auditorium, “the market constantly changes and if you're stagnant, you'll be left behind”. Using his own story as example, ProVerb shared his multi-platform strategy for building a personal brand.
Some of the other highlights from the two days included a candid discussion with Bianca and Khaya Sibiya of Punk & Ivy, Nandi Dlepu and Vuyiswa Mutshekwane of The Other Girls told us how The WKND Social became the monthly must-attend brunch event, and Brett Rogers shared his experience creating the TV show Food, Booze and Tattoos.
Another exciting component of #POSSIBLEConference was the practical masterclass session on day 2 with professional photographers from Lampost. During these interactive sessions attendees learnt the basics of shooting profiles, lifestyle and products shots. They then posted their own photos to the official #POSSIBLEConference hashtag with Estée Lauder prizes being awarded for the best images in three categories, #FashionOnFleek, #BestnewBestie, and #MostPeopleInASelfie. One lucky #POSSIBLEConference attendee will also be selected to shoot a campaign with one of Estée Lauder Companies’ brands later this year.
“This event is the culmination of an 18-month creative process between Estée Lauder Companies and Between 10and5. A gathering born of a vision to create a space where young aspiring local content creators can share their ideas, learn from one another, and get guidance from recognised industry professionals.,’ Bruno Bertrand, head of digital marketing at Estée Lauder Companies said. “Those 2 days have surpassed all of our expectations – we cannot thank everyone enough who attended, and actively participated in our debates and workshops.”
During the conference over 40 million impressions were served on Twitter by over 800 contributors. The official hashtag #POSSIBLEConference trended nationally for 36 hours as well as claimed the number one position during the first day of the event.
The event closed on a particularly high note for Between 10and5 with the official launch of sister branded content agency, 5TUDIO and the first public screening of the new agency’s showreel.