{"id":13970,"date":"2021-11-29T00:00:00","date_gmt":"2021-11-29T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/new-young-target-audiences-for-the-grafenegg-festival-with-a-paid-social-strategy\/"},"modified":"2026-02-27T11:07:28","modified_gmt":"2026-02-27T11:07:28","slug":"new-young-target-audiences-for-the-grafenegg-festival-with-a-paid-social-strategy","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/new-young-target-audiences-for-the-grafenegg-festival-with-a-paid-social-strategy\/","title":{"rendered":"New &amp; young target audiences for the Grafenegg Festival with a Paid Social strategy"},"content":{"rendered":"<h2>Goals<\/h2>\n<ul>\n<li>Gaining the attention of new and young (digitally savvy) target groups for the Grafenegg Festival and its concerts<\/li>\n<li>Continuous campaign delivery despite a relatively small budget<\/li>\n<li>Guidelines for the in-house implementation of the campaigns<\/li>\n<\/ul>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/1080x1080-LinkAd-Aufmerksamkeit-1.jpg\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/1080x1080-LinkAd-Aufmerksamkeit-1.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/1080x1080-LinkAd-Aufmerksamkeit-1-300x300.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/1080x1080-LinkAd-Aufmerksamkeit-1-150x150.jpg 150w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/1080x1080-LinkAd-Aufmerksamkeit-1-768x768.jpg 768w\" alt=\"Success Story Grafenegg LinkAd Awareness\" width=\"800\" height=\"800\"><figcaption><\/figcaption><\/figure>\n<p>Example Ad Awareness<\/p>\n<p><iframe loading=\"lazy\" title=\"Success Story Grafenegg - Beispiel Ad\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Ky4omOSSuQM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Example Video Ad Information<\/p>\n<p>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 &ndash; which was reflected in an impressive click-through rate and above-average engagement rates. <br><cite>Veronika K&ouml;nig, Head of Creative, e-dialog<\/cite><\/p>\n<h2>Measures<\/h2>\n<p>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.<br>https:\/\/www.youtube.com\/watch?v=XMJBIzJz4Nc   <\/p>\n<div id=\"highlight-text-block_14a08c192ae1564785f1c80ca4e279d1\" 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\">The manual makes it very easy for us to design and launch creatives for every funnel stage and across all channels.<\/h3>          <div class=\"content__text\"><p><cite>Beatrice Schreiner, Online Marketing Manager, Grafenegg<\/cite><\/p>\n<\/div>\n              <svg class=\"content__question-mark\" width=\"40\" height=\"38\" viewbox=\"0 0 40 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M35.216 0.968261C38.0873 5.66466 39.523 10.4034 39.523 15.1844C39.523 19.4154 38.4673 23.456 36.3561 27.3062C34.2026 31.1987 31.099 34.7527 27.0454 37.9683L22.1684 34.9854C21.7462 34.7316 21.4506 34.4142 21.2817 34.0334C21.1128 33.695 21.0283 33.3565 21.0283 33.018C21.0283 32.6372 21.1128 32.2776 21.2817 31.9391C21.4506 31.6006 21.6406 31.3045 21.8517 31.0506C22.4007 30.4159 22.9918 29.6755 23.6252 28.8293C24.2163 27.9831 24.7653 27.0523 25.272 26.0369C25.7787 25.0637 26.2009 23.9848 26.5387 22.8002C26.8765 21.6155 27.0454 20.3462 27.0454 18.9923C27.0454 17.5537 26.8132 16.0094 26.3487 14.3593C25.8842 12.7516 25.1031 11.0592 24.0052 9.28215C23.6252 8.68982 23.4352 8.09748 23.4352 7.50514C23.4352 6.15123 24.1952 5.19925 25.7153 4.64922L35.216 0.968261ZM14.1879 0.96826C17.0592 5.66466 18.4948 10.4034 18.4948 15.1844C18.4948 19.4154 17.4392 23.456 15.3279 27.3062C13.1745 31.1987 10.0709 34.7527 6.0173 37.9683L1.1403 34.9854C0.718045 34.7316 0.42247 34.4142 0.253567 34.0334C0.0846676 33.695 0.000221656 33.3565 0.000221685 33.018C0.000221718 32.6372 0.0846677 32.2776 0.253567 31.9391C0.422471 31.6006 0.612485 31.3044 0.823613 31.0506C1.37254 30.4159 1.96369 29.6755 2.59707 28.8293C3.18822 27.9831 3.73715 27.0523 4.24385 26.0369C4.75055 25.0637 5.1728 23.9848 5.5106 22.8002C5.8484 21.6155 6.01731 20.3462 6.01731 18.9923C6.01731 17.5537 5.78507 16.0094 5.32059 14.3593C4.85611 12.7516 4.07495 11.0592 2.9771 9.28215C2.59707 8.68982 2.40706 8.09748 2.40706 7.50514C2.40706 6.15122 3.16711 5.19925 4.68722 4.64922L14.1879 0.96826Z\" fill=\"#2A6CD0\"><\/path>\n      <\/svg>\n      <\/div>\n<\/div><div id=\"basic-content-block_f00c31da3a263965080822d472b32500\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Strategy<\/h2>\n<p>The manual for paid (video) content includes:<\/p>\n<ul>\n<li>Target group analysis<\/li>\n<li>Text concept<\/li>\n<li>Campaign strategy across all channels and funnel stages<\/li>\n<li>Flexible storyboards for video ads in various lengths &ndash; adapted to format and funnel stage<\/li>\n<li>Ad templates<\/li>\n<\/ul>\n<h2>Results<\/h2>\n<p>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.<br>\nAmong 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 &euro;1.40.  <\/p>\n  <\/div>\n<\/div>  <div id=\"kpi-large-block_40bb6aea4bbfc0dcbd5ca97e71fa0e20\" 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=\"97\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Spotify Completion Rate<\/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=\"#plus\"><\/use>\n                <\/svg>\n                            <span data-count=\"27.5\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">View Through Rate<\/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=\"1.40\"><\/span>\n                              <span>&euro;<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">CPM<\/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":[446,447],"channel":[451,457,458],"country":[469],"goal":[460],"industry":[477],"c-year":[62],"class_list":["post-13970","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-campaigns","category-creatives","channel-audio","channel-social","channel-video","country-austria","goal-brand-awareness","industry-tourism","c-year-62"],"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 Festival: Paid Social &amp; Video | e-dialog<\/title>\n<meta name=\"description\" content=\"Grafenegg Festival: Reaching young target audiences with Paid Social \u2013 97% Spotify completion, 27.5% VTR &amp; CPM \u20ac1.40. 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