Numerous projects for a long-time client
Andreas Vollenweider, harp virtuoso, the only Swiss Grammy winner—and a long-time client of Netgen. Christian Paredes, founder of Netgen Switzerland, has been guiding the musician in shaping his digital strategy since 1999. Starting with the realization and redesign of his website Andreas Vollenweider & Friends , Netgen has also been entrusted with establishing his "Live@Home" concert series on YouTube and comprehensive communication across all digital channels.

Idea: Digital Stage for Online Concerts

During the Covid-19 pandemic, many artists and performers in the arts and culture sector needed an alternative for their performances—just at the time when Andreas Vollenweider released his first album after over 10 years. The planned concert tour was canceled, and instead, a digital stage for his global audience was introduced.

Communication measures on relevant digital channels

Netgen conceptualized and realized the "Andreas Vollenweider & Friends Digital Stage" based on Vimeo OTT, a streaming service for video content monetization. The platform was filled with historical and new concerts by Andreas Vollenweider & Friends—for purchase or rental.

To draw attention to the Digital Stage, numerous communication measures were launched, with a particular emphasis on paid social campaigning and SEA.

Our Role

Conceptualization and realization of the 'Andreas Vollenweider & Friends Digital Stage' based on Vimeo OTT, accompanied by communication across various channels such as the website, newsletter, social media (organic and paid campaigns on GoogleAds, Meta, TikTok), analytics, and content creation.

Challenge

The first challenge was choosing a suitable platform to create the Digital Stage. Various distribution platforms and enterprise solutions were evaluated for this purpose.

Another challenge was addressing the globally diverse audience in terms of purchasing power. In this regard, different campaigns were created and launched for various countries (focus: DACH, South Africa, and the USA).

Our Solution

Netgen defined a concept for the realization of a video platform that allows content monetization. Vimeo OTT provided a solid foundation for offering video content for purchase or rent and setting country-specific prices.

The "Andreas Vollenweider & Friends Digital Stage" was promoted through various channels. In addition to the regularly published newsletter, various video ads played on Facebook, Instagram, YouTube, and TikTok formed the centerpiece of the targeted campaign.

Depending on the campaign's goal, visually and message-wise varying routes were tested – one to increase the Digital Stage's awareness and the other to generate as many rentals/purchases as possible.

All creatives were created in collaboration with Andreas Vollenweider. Within this framework, a video production was conducted on the shores of Lake Zurich, where Andreas Vollenweider performed selected pieces on the harp, and spontaneous reactions and quotes from passersby were captured.

The campaigns were continuously tracked using integrated monitoring tools and Google Analytics Universal, and finally, Google Analytics 4.