MOI Global

Refreshing perspectives on future-facing tech in just 10 minutes

There’s nothing a cup of coffee and good conversation can’t solve. Coffee Breaks with Red Hat—a six-part series of 10-minute online sessions—gave tech teams the fuel to stay inspired and find solutions to their most burning questions. 

The not-so-B2B high spot: Nearly 100% of registrants actually attended.

The context

Red Hat wanted to brew up a new, creative way to stay connected to its audience in today’s virtual-first world. The goal? To show Red Hat customers how they can help navigate the changing landscape. That’s when Red Hat reached out to MOI to deliver a creative, end-to-end virtual event series. 

The challenge

So how can you drive signups and engagement when your audience is experiencing so much online fatigue? By taking the social route. We found that Red Hat audiences, including ITDMS, engineers, and architects were more active on Facebook than LinkedIn. So, we chose a platform that had the relevant content aligned with their current needs.  

The solution

The Turning Heads™ idea? A quick, energising yet informative LIVE discussion with expert Red Hatters. Our six-part, 10-minute coffee break series provided fresh perspectives on the most pressing tech topics, in a digestible format. This setup created the ideal blend of relaxed atmosphere for the audience to indulge in friendly, meaningful conversation by leaving comments or questions LIVE—with coffee in hand, of course.

The results

With around 120 attendees in each session and post engagement close to 12K, our results showed an impressively steady increase throughout the event—especially considering the chosen platform. Overall, the series achieved over 430K views and over 15K in engagement levels across ASEAN countries. 







I always enjoyed working with the MOI team. I know that I can count on the team to deliver the events and campaigns — from conception, execution to the highest standards, while staying within budget. I am impressed with the creativity, excellent customer service, responsiveness, dedication, patience of this top-notch team who have many times gone above and beyond in meeting tight deadlines. They have always delivered event experiences that exceed my expectations. I look forward to many more years of partnership.

Christina Chia, Director, Marketing,
Asian Growth & Emerging Markets (GEMs), Red Hat

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