Campaign for Andreas Vollenweider's Digital Stage

An alternative stage during the Covid-19 pandemic: Netgen was entrusted with the creation of the 'Andreas Vollenweider & Friends Digital Stage' and spearheaded a comprehensive performance marketing campaign for it.

Client

Andreas Vollenweider & Friends

Timeframe

2021 - today

Andreas Vollenweider & Friends Digital Stage

Impact & Growth

Statistics:

  • The videos have generated 12,821 views as of November 2023.
  • The videos have been watched for a total of 1,306 hours.
  • +42K followers on TikTok within a few weeks (July/August 2023)

Impact:

  • Increased presence of Andreas Vollenweider on social media.
  • The opportunity for a global audience to access legendary, historical, and recent concerts in full length.
  • Side effect: Increased video views on YouTube.

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.

About Andreas Vollenweider

Timeframe

Since 1999

Andreas Vollenweider is a Swiss musician, composer, and arranger. He became internationally renowned in the late 1970s, primarily as a harpist with a distinctive and unique style.

Two of his albums simultaneously held the number 1 position on the Billboard Charts in the categories of Classical, Jazz, Pop, and Crossover for eleven weeks. In addition to the harp, he plays piano, organ, guitar, a variety of wind instruments, as well as many exotic instruments.

Some of his musical collaborations include artists such as Bobby McFerrin, Luciano Pavarotti, Ladysmith Black Mambazo, Zucchero, Hans Zimmer, Angelo Branduardi, Milton Nascimento, Eliza Gilkyson, and Söhne Mannheims.

He has undertaken numerous tours and performed concerts in Europe, the USA, Africa, Asia, and Latin America.

His album "Down to the Moon" was awarded a Grammy in 1987.

The dedicated team at Netgen has always been very friendly and innovative with regard to our projects in recent years. Meanwhile, they are almost part of the 'family'.

Hanswalter Huggler

Long-time manager and companion of Andreas Vollenweider

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