{"id":13901,"date":"2024-10-31T00:00:00","date_gmt":"2024-10-31T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/"},"modified":"2026-02-26T20:04:14","modified_gmt":"2026-02-26T20:04:14","slug":"grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/","title":{"rendered":"Grafenegg reaches music lovers with an ad campaign shaped by nature"},"content":{"rendered":"<h2>Challenge<\/h2>\n<p>Grafenegg Sommerkl&auml;nge and the Grafenegg Festival offer music lovers a truly special experience: enjoying classical masterpieces in the heart of nature, surrounded by the picturesque landscape of the palace park.<\/p>\n<p>The challenge was to translate this <strong>unique, nature-inspired feeling into a digital advertising campaign<\/strong> that reflects both the emotional power of the music and the connection to nature. In addition, the campaign had to appeal to a <strong>broad target audience<\/strong>, including both loyal classical music fans and interested newcomers. <\/p>\n<h2>Goals<\/h2>\n<ul>\n<li>Promoting the concert series in a nature-inspired and atmospheric way<\/li>\n<li>Reaching a broad target audience through various digital touchpoints<\/li>\n<li>Increasing website visitor numbers and optimising view and click-through rates<\/li>\n<\/ul>\n<p>https:\/\/youtu.be\/bvIbAMJC8Ac<br>Thanks to the successful collaboration with e-dialog, we were able to expand our campaign across countless channels&mdash;and successfully merge a nature-based idea with our digital world.<br><cite>Beatrice SchreinerDigital Marketing, Grafenegg Kulturbetriebsgesellschaft m.b.H.<\/cite><\/p>\n<h2>Measures<\/h2>\n<p>We developed a cross-channel campaign that presents content atmospherically within a data-driven framework. The creative, nature-inspired approach connected the emotional elements of the concerts with the advertising assets and adapted dynamically to weather conditions and times of day. <\/p>\n<ul>\n<li><strong>DOOH<\/strong>: Weather-based targeting ensured the right messaging depending on conditions&mdash;uplifting messages when it rained, inspiring invitations to enjoy concerts outdoors when the sun was shining.<\/li>\n<li><strong>Digital Audio<\/strong>: Via Spotify, music lovers were reached in line with the time of day&mdash;woken in the morning with relaxing nature sounds and gentle classical music, or invited in the evening to enjoy music in an atmospheric setting.<\/li>\n<li><strong>YouTube<\/strong>: The campaign optimised delivery for cost-efficient views to capture the target audience&rsquo;s attention and contribute to increased conversions.<\/li>\n<li><strong>TikTok<\/strong>: To inspire a younger audience for Grafenegg, TikTok ads were run for the first time, promoting a different kind of festival&mdash;nature and a picnic vibe instead of mud and crowds.<\/li>\n<\/ul>\n<p>All in all, the campaign is clear proof that combining creative and emotional elements with the dynamic adaptation of advertising assets is an effective strategy for reaching a broad target audience.<\/p>\n<div id=\"highlight-text-block_191bb8c779d483f572d1193ab71e4af9\" class=\"highlight-text block block--highlight-text\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewbox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n    <\/svg>\n    <h3 class=\"content__hl\">Grafenegg Sommerkl&auml;nge and the festival shine in a new light through the combination of nature, music and targeted digital touchpoints, and the campaign sets new standards for creative, data-driven marketing.<\/h3>          <div class=\"content__text\"><p><cite>Maria Holzinger<\/cite><\/p>\n<p><cite>Head of Creative, e-dialog<\/cite><\/p>\n<\/div>\n          <\/div>\n<\/div><div id=\"basic-content-block_3a40eaf41802c15f5499616bd40d9359\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Results<\/h2>\n<p>Thanks to the nature-inspired and personalised approach across various digital channels, the campaign delivered outstanding results:<\/p>\n<ul>\n<li><strong>+161% website user sessions<\/strong> compared to the previous period<\/li>\n<li><strong>&euro;0.04 cost per complete listen<\/strong> on Spotify&mdash;an exceptionally high level of efficiency in Digital Audio compared to other campaigns<\/li>\n<li>The YouTube ads achieved a very large reach, reflected in an exceptionally low <strong>CPM of just &euro;1.03<\/strong>. Comparable values are <strong>typically between &euro;3 and &euro;4<\/strong>. <\/li>\n<li><strong>1,986 clicks<\/strong> and a <strong>CTR of 0.14%<\/strong> underline the target audience&rsquo;s high willingness to engage on YouTube. By comparison, a similar campaign achieved only a 0.06% CTR&mdash;making it only half as successful as the Grafenegg YouTube ads. <\/li>\n<li>A very strong brand presence was also achieved on <strong>TikTok<\/strong>, where over 1.24 million impressions were generated at a highly efficient <strong>CPM of &euro;1.41<\/strong>.<\/li>\n<\/ul>\n  <\/div>\n<\/div>  <div id=\"kpi-large-block_ce1d30f655aa14f5e088ffb01b7b316d\" class=\"kpi-large block block--kpi-large\" data-title=\"\">\n    <div class=\"kpi-large__content content\">\n      <ul>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"10.3\"><\/span>\n                              <span>m<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Impressions via DOOH<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"161\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Website user sessions<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-down-right\"><\/use>\n                <\/svg>\n                            <span data-count=\"1.03\"><\/span>\n                              <span>&euro;<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">CPM on YouTube<\/span>\n                                  <\/li>\n              <\/ul>\n    <\/div>\n  <\/div>\n","protected":false},"featured_media":13844,"template":"success-story-old.php","meta":{"_acf_changed":false},"categories":[446],"channel":[457],"country":[469],"goal":[460],"industry":[477],"c-year":[12],"class_list":["post-13901","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-campaigns","channel-social","country-austria","goal-brand-awareness","industry-tourism","c-year-12"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Grafenegg: Nature-inspired summer concerts | e-dialog<\/title>\n<meta name=\"description\" content=\"Grafenegg summer concerts: nature-inspired, data-driven DOOH, YouTube, TikTok &amp; audio campaign \u2192 +161% website sessions. Learn more now!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grafenegg reaches music lovers with an ad campaign shaped by nature\" \/>\n<meta property=\"og:description\" content=\"e-dialog\" \/>\n<meta property=\"og:url\" content=\"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/\" \/>\n<meta property=\"og:site_name\" content=\"e-dialog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/edialog.group\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-26T20:04:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/mobiliar-outage-tracker.png\" \/>\n\t<meta property=\"og:image:width\" content=\"920\" \/>\n\t<meta property=\"og:image:height\" content=\"713\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/\",\"name\":\"Grafenegg: Nature-inspired summer concerts | e-dialog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/mobiliar-outage-tracker.png\",\"datePublished\":\"2024-10-31T00:00:00+00:00\",\"dateModified\":\"2026-02-26T20:04:14+00:00\",\"description\":\"Grafenegg summer concerts: nature-inspired, data-driven DOOH, YouTube, TikTok & audio campaign \u2192 +161% website sessions. Learn more now!\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/#primaryimage\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/mobiliar-outage-tracker.png\",\"contentUrl\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/mobiliar-outage-tracker.png\",\"width\":920,\"height\":713,\"caption\":\"|die Mobiliar Success Story Outage Tracker\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Grafenegg reaches music lovers with an ad campaign shaped by nature\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/\",\"name\":\"e-dialog\",\"description\":\"Data-driven Marketing &amp; Strategie\",\"publisher\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#organization\",\"name\":\"e-dialog\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/e-dialog-logo.svg\",\"contentUrl\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/e-dialog-logo.svg\",\"width\":1,\"height\":1,\"caption\":\"e-dialog\"},\"image\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/edialog.group\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/e-dialog-gmbh\\\/\",\"https:\\\/\\\/www.instagram.com\\\/e_dialog\\\/\",\"https:\\\/\\\/www.tiktok.com\\\/@e_dialog\"],\"description\":\"Bei e-dialog gestalteten wir gemeinsam die Zukunft des data-driven Marketings - mit einem gro\u00dfartigen Team aus passionierten Expert*innen.\",\"email\":\"kontakt@e-dialog.group\",\"telephone\":\"+43 1 309 09 09\",\"legalName\":\"e-dialog GmbH\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Grafenegg: Nature-inspired summer concerts | e-dialog","description":"Grafenegg summer concerts: nature-inspired, data-driven DOOH, YouTube, TikTok & audio campaign \u2192 +161% website sessions. Learn more now!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/","og_locale":"en_US","og_type":"article","og_title":"Grafenegg reaches music lovers with an ad campaign shaped by nature","og_description":"e-dialog","og_url":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/","og_site_name":"e-dialog","article_publisher":"https:\/\/www.facebook.com\/edialog.group","article_modified_time":"2026-02-26T20:04:14+00:00","og_image":[{"width":920,"height":713,"url":"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/mobiliar-outage-tracker.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/","url":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/","name":"Grafenegg: Nature-inspired summer concerts | e-dialog","isPartOf":{"@id":"https:\/\/e-dialog.group\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/#primaryimage"},"image":{"@id":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/#primaryimage"},"thumbnailUrl":"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/mobiliar-outage-tracker.png","datePublished":"2024-10-31T00:00:00+00:00","dateModified":"2026-02-26T20:04:14+00:00","description":"Grafenegg summer concerts: nature-inspired, data-driven DOOH, YouTube, TikTok & audio campaign \u2192 +161% website sessions. Learn more now!","breadcrumb":{"@id":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/#primaryimage","url":"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/mobiliar-outage-tracker.png","contentUrl":"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/mobiliar-outage-tracker.png","width":920,"height":713,"caption":"|die Mobiliar Success Story Outage Tracker"},{"@type":"BreadcrumbList","@id":"https:\/\/e-dialog.group\/en\/success-story\/grafenegg-reaches-music-lovers-with-an-ad-campaign-shaped-by-nature\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/e-dialog.group\/en\/"},{"@type":"ListItem","position":2,"name":"Grafenegg reaches music lovers with an ad campaign shaped by nature"}]},{"@type":"WebSite","@id":"https:\/\/e-dialog.group\/en\/#website","url":"https:\/\/e-dialog.group\/en\/","name":"e-dialog","description":"Data-driven Marketing &amp; Strategie","publisher":{"@id":"https:\/\/e-dialog.group\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/e-dialog.group\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/e-dialog.group\/en\/#organization","name":"e-dialog","url":"https:\/\/e-dialog.group\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/e-dialog.group\/en\/#\/schema\/logo\/image\/","url":"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/06\/e-dialog-logo.svg","contentUrl":"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/06\/e-dialog-logo.svg","width":1,"height":1,"caption":"e-dialog"},"image":{"@id":"https:\/\/e-dialog.group\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/edialog.group","https:\/\/www.linkedin.com\/company\/e-dialog-gmbh\/","https:\/\/www.instagram.com\/e_dialog\/","https:\/\/www.tiktok.com\/@e_dialog"],"description":"Bei e-dialog gestalteten wir gemeinsam die Zukunft des data-driven Marketings - mit einem gro\u00dfartigen Team aus passionierten Expert*innen.","email":"kontakt@e-dialog.group","telephone":"+43 1 309 09 09","legalName":"e-dialog GmbH"}]}},"_links":{"self":[{"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/success-story\/13901","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/success-story"}],"about":[{"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/types\/success-story"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/media\/13844"}],"wp:attachment":[{"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/media?parent=13901"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/categories?post=13901"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/channel?post=13901"},{"taxonomy":"country","embeddable":true,"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/country?post=13901"},{"taxonomy":"goal","embeddable":true,"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/goal?post=13901"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/industry?post=13901"},{"taxonomy":"c-year","embeddable":true,"href":"https:\/\/e-dialog.group\/en\/wp-json\/wp\/v2\/c-year?post=13901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}