Erlebnisberg Golm

Erlebnisberg Golm

jeep logo

Erlebnisberg Golm
Awareness through Inspiration & Information

The Briefing

Among the target group of parents with a high sensitivity for climate neutrality and sustainability, awareness was to be created in Germany for the Golm Silvretta Lünersee Tourism Region, the first climate neutral region in Austria.

The Solution

In order to accurately address the top target group and bring them closer to the advantages of the region in terms of vacation as well as its progressiveness when it comes to sustainability, an informative and inspirational native advertising campaign was implemented – initiated by the digital agency elements.

The Result

Travel and vacation without a guilty conscience: With an advertorial that was able to convey to the target group why the Golm Silvretta Lünersee Tourism region can call itself “climate neutral”, as well as showing which activities await families, an above-average dwell time of 00:57 minutes was achieved. The readers engaged intensively with the advertising material integrated in the advertorial and also provided more detailed information in the integrated pinpoll about what was particularly important to them when it came to sustainable vacations. 5.2% of readers moved to the landing page via advertising material and text links in order to find out more about Austria’s first climate-neutral excursion destination.

Project Results

  • On average, the advertorial was read for 00:57 minutes
  • 5.2% of the readers reached the landing page via advertising material and text links.

XXL Sports & Outdoor

XXL Sports & Outdoor

jeep logo

XXL Sports & Outdoor
Informative Expert Listicle

The Briefing

The goal of the campaign was to create awareness for the usefulness of e-bikes and to show that there is the right e-bike for everyone – whether sporty or not, whether big or small budget – at XXL Sports & Outdoor. Additionally, the expertise of XXL Sports & Outdoor in the sector of e-bikes should be communicated.

The Solution

An inspirational listicle highlighting 5 reasons why this is the right time to buy an e-bike was created. It addressed the rising costs of fuel & co at this time, thus providing a relevant framework. The listicle provided important arguments for e-bikes in every situation in life, alternating with expert tips from XXL Sports consultants from various stores. Engagement formats such as a CarouselAd and a LinkboxAd provided interested readers with exciting further links on the one hand and e-bike models with prizes on the other.

The Result

Through the clear added value that the listicle delivered to the readers and helpful expert know-how that was woven into the text in the form of quotes, we achieved a fabulous content and ad performance.

Project Results

  • On average, the advertorial was read for 1:22 minutes
  • The bounce rate of 5.96% was enormously low
  • An ad CTR of 5.49% was achieved

Etihad Airways

Etihad Airways

jeep logo

Etihad Airways
Travel Insider Tips

The Briefing

Abu Dhabi is as well as the Canary Islands, Turkey or Egypt a destination with sun guarantee. Unfortunately, it is still not perceived as such by the Germans and is also considered expensive. Our task was to change this perception.

The Solution

In the first phase of the campaign, we created a theme environment that reported on travel recommendations in Abu Dhabi on the one hand and sunny travel destinations in general on the other. Building on the insights of the first phase, the second phase focused on Abu Dhabi as a travel destination and Etihad Airways as an ideal airline. The content was targeted to those readers who had already interacted with the content from the first phase.

The Result

In addition to targeting the target group, Etihad Airways gained new insights into which specific attractions and locations in Abu Dhabi best appeal to the target group and which visual language should ideally be used.

Care For Your Heart

Care For Your Heart

jeep logo

Care For Your Heart
Risk Awareness Campaign

The Briefing

With the help of an information campaign, we wanted to reach people with type 2 diabetes. Their increased risk of cardiovascular disease was to be highlighted and they were to be motivated to seek further advice from a doctor.

The Solution

An editorial topic environment was created. It covered all important aspects – from basic statistics and risks to the influence of a healthy lifestyle. In this way, we were able to filter those affected, inform them about the consequences and motivate them to seek further advice from their doctor.

The Result

Particularly remarkable was the above-average dwell time of the readers. This demonstrates that the relevant target group was filtered correctly and that the risks of cardiovascular diseases because of type 2 diabetes were ideally illuminated by the editorial approach.

Project Insights

patients and relatives reached

Cardiovascular diseases, which often end fatally, are one of the most common consequences of diabetes. However, most diabetics know little about it.

On World Diabetes Day, we therefore supported the Care4YourHeart association in launching an awareness campaign together with Content Garden.

In this way, we were able to raise awareness of cardiovascular diseases and point out preventive measures.

Moritz Huemer, Digital Marketing Manager, Fa. Boehringer Ingelheim – für den “Verein Care 4 your Heart”

Styria Tourism

Styria Tourism

jeep logo

Styria Tourism
Data science in the tourism industry

The Briefing

Styria is an enormously diverse holiday region. With the variety of possible activities, it is often difficult to ideally address the different target groups. Our task was to find an innovative solution for this.

The Solution

Together with the digital agency elements a data science campaign was developed in 3 phases: Firstly, through targeted website analysis and existing booking data relevant topics were identified and then distributed in a research flight. Afterwards the flight was evaluated, and those topics were determined which should be deepened in connection with Styria Tourism. In this way, it became clear which topics Styria Tourism should focus on in its further communication. The desired contents of the readers were packed into articles in the well-known look and feel of Styria Tourism.

The Result

Three holiday stories with the readers’ favourite contents, in the look and feel of Styria Tourism and integrated into the CMS Pimcore by elements, were the result.

Project Insights

%

UPLIFT IN READING TIME

Data science in the tourism industry: Creating stories for readers

Wine tasting, hiking with alpacas, conquering ski slopes and more: The online presence of the holiday destination shows just how diverse Styria is.

 

The accompanying changes in the course of the online age have also left their mark on our website steiermark.com: A vast amount of diverse content for a very broad, heterogeneous target group.

Erich Neuhold, managing director of Styria Tourism

Diversity is good – after all, everyone has their own understanding of what makes them relax in their work-free time. In advertising, on the other hand, a huge variety of topics is a challenge.

We had to find a solution – and we did. It even attracted international attention: The jury of the Golden Award of Montreux has awarded the project of Content Garden, elements and Styria Tourism with gold in the category “Best Use of Digital Media”.

So let us take a closer look at the three steps of the data science project!

case-steiermark-award-montreux-2020

Step 1:

Identify relevant topics & create research campaigns

First of all, with a targeted website analysis and the structuring of existing booking data, elements analysed which content focuses are relevant for the readers and Styria vacationers.

Thanks to detailed analyses, we were able to create a conclusive profile regarding domain usage. Tracking down typical reader paths and deriving clear recommendations for action holds a large pool of possibilities which then have to be channelled.

Patrick Edelmayr, elements founder and managing director

 

These topics consequently served as a basis for the further work of our team. Neutral articles such as “Insider tip for wine aficionados” and “Meditation, yoga & Co: How to stay relaxed” were just two of many that we distributed via our premium publisher network to find out which topics attract attention in the relevant target group of Styria Tourism.

Step 2:

Evaluate the research flight

In the evaluation it was important not to equate the interest of the readers in the articles (readable by teaser CTR, dwell time and bounce rate) with the interest of potential Styrian holidaymakers. After all, not everyone who would like to receive tips to make their family holiday more relaxed would automatically want to spend this family holiday in Styria.

Styria as a holiday destination has therefore been integrated into the neutral texts via advertising material (service boxes, picture galleries and text ads at the end of the articles).

In this way we were able to identify whom the chosen theme appealed to and, who had such a strong affinity to Styria that they consequently also interacted with the advertising material. In taking this approach, we were thus able to break down and specify the already selected hero themes once again.

 

Step 3:

Build landing pages the way readers want them to

After these user signals made clear what the readers wanted more of, content was again created for the three topic areas (“nature & movement”, “regeneration & wellness” and “culture & culinary”).

This time, however, in magazine-like formats, which were integrated into the CMS Pimcore used by Styria Tourism and provided by elements.

Once again, we played out the stories via our publisher network fully natively on quality media in the DACH region. A native and optimized integration of landing pages in this form has never been seen before.

Lucas Schärf, CEO of Content Garden