Successfully going digital
One way to overcome adversity during a global pandemic can be the shift towards online channels. A well-known German concert hall was at the forefront of creating digital content and successfully promoted their formats online with campaigns via the Future Demand platform.
One of Germany’s most beautiful concert halls and home of a renowned symphony orchestra worked with Future Demand to relocate its programme into the digital space and build awareness for its new livestream formats.
Challenge
Having cancelled all live events during the crisis, the concert hall faced the huge challenge of relocating the programme into the digital space. However, like many other organizations, this transition proved difficult in generating enough viewership of their livestreams.
Solution
Together with Future Demand, the concert hall wanted to create more awareness for their digital formats. As such they decided to advertise all their 13 live-streamed concerts on Google and social media platforms over a time period of approximately six months. To guarantee successful targeting, the identification of Taste Clusters was based mainly on the data about previous offline events. The livestreams were displayed as relevant content to specific target groups on YouTube, included in the autoplay function or displayed directly on the user’s homepage.
Results
- People reached: the campaigns reached over 1 M people.
- Views on free livestreams: increased by an average of approximately 450%.
- Livestream ticket sales: increased by 60%.
Another pleasant effect was the success over all age groups and the high viewership numbers from their regional core audience.