New & young target audiences for the Grafenegg Festival with a Paid Social strategy
Intro
The Grafenegg Festival attracts many music-loving visitors. To appeal to younger target groups, a content and visual strategy was developed; delivery in channels relevant to the target group achieved a completion rate of 97%.
Goals
- Gaining the attention of new and young (digitally savvy) target groups for the Grafenegg Festival and its concerts
- Continuous campaign delivery despite a relatively small budget
- Guidelines for the in-house implementation of the campaigns
Example Ad Awareness
Example Video Ad Information
Although the video campaign continued to perform well with older target groups, the algorithm concentrated delivery on the 25-34 age group with an interest in classical music, art, and culture in the Vienna and Lower Austria region. As a result, the campaign reached exactly the desired target group with the right messages – which was reflected in an impressive click-through rate and above-average engagement rates.
Veronika König, Head of Creative, e-dialog
Measures
Three fundamental steps were taken to acquire new customers and target groups. First, the correct Floodlight dimensions were set up, containing information on the customer status of the respective users. Second, a bidding strategy had to be created that uses these Floodlight dimensions and re-evaluates the conversion value according to the customer status. Furthermore, the existing campaign setup had to be split into new and existing customer campaigns.
https://www.youtube.com/watch?v=XMJBIzJz4Nc
The manual makes it very easy for us to design and launch creatives for every funnel stage and across all channels.
Beatrice Schreiner, Online Marketing Manager, Grafenegg
Strategy
The manual for paid (video) content includes:
- Target group analysis
- Text concept
- Campaign strategy across all channels and funnel stages
- Flexible storyboards for video ads in various lengths – adapted to format and funnel stage
- Ad templates
Results
The social media strategy for content and paid content, acting as a recipe book for recurring campaigns, allows the Grafenegg in-house team to create new campaigns in a very short time with a small budget and achieve a high engagement rate.
Among the 25-34 age group, we were also able to achieve the best view-through rate of 27.5%. In addition to a far above-average click-through rate, we achieved a completion rate of 97% on Spotify. With the first-ever implementation of a full-funnel strategy, we were able to reduce the CPM to €1.40.
- % Spotify Completion Rate
- % View Through Rate
- € CPM
