beyerdynamic Instagram campaign “Around the world” (2019)

https://europe.beyerdynamic.com

Together with Anita Pfahl who works at beyerdynamic GmbH & Co KG. and two artists from Buenos Aires, Andi Pomato (singer-songwriter) and Paula Lembo (photographer and content editor) we developed, managed and executed an Instagram campaign – in 90 days around the world. Andi and Paula would travel, the world in 90 days with specific destinations to perform their art by using beyerdynamic products. This is one of my proudest projects to date.

Tasks

Developing & managing the project scope, destinations and KPI’s
Creating all written content based on the material that Andi & Paula shared with us daily
Daily posting on Instagram on their journey and experiences
Paid Social Media ads for Instagram to boost awareness and reach
Developing and executing an Online shop sale for specific beyerdynamic products they had with them

Project Start: May 2019
Project End: September 2019
Impressions: 11.949.908
Project language: English, German
Online Sales % Increase: 5%
Campaign ROI: 250.000€ additional sales through campaign during the campaign period
Click Through Rate: 0,11%
Visits: 10.206
Clicks: 26.824
Additional Success on project: Overall, the tour was a great success. Based on CPC (0,28€) & CPM (0,30€) we can see that we were able to buy the traffic quite cheaply and thus achieved a large reach and impressions 2 of the 3 goals were achieved within the 1st month Sales have increased significantly in all regions The international regions felt taken along and it was an all-round involvement Artists along the way bought our products Brand awareness has increased massively There were some posts that particularly stood out (see hit post) and compared to normal posts outside of the tour, the posts always performed in the middle. We have produced an extremely large amount of content that can also be used in the future
Impressions Data: 11.949.908