Etihad Airways

Etihad Airways

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Etihad Airways
Travel Insider Tips

Rainer Willisits
Julia Ortner
Julia Schuler
Sonja Zuckerstätter
Stefan Huber
Daniela Simonovic

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

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Care For Your Heart
Risk Awareness Campaign

Lucas Schärf
Julia Ortner
Lina Hinterleitner
Sonja Zuckerstätter
Daniel Mitterlehner

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

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Styria Tourism
Data science in the tourism industry

Lucas Schärf
Soraya Khitab
Daniela Simonovic
Daniel Mitterlehner
Julia Ortner
Julia Schuler
Michael Aumair

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

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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!

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

T-Mobile

T-Mobile

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T-Mobile IoT
Informative
Awareness
Push

Lucas Schärf
Soraya Khitab
Stefan Huber
Julia Ortner
Michael Aumair

The Briefing

The Internet of Things offers an enormous variety of possibilities to the industry. And with its range of smart solutions, T-Mobile is the ideal partner to implement them. The aim of the campaign was to communicate these two messages to Austrian companies in a way that was easy to understand and as entertaining as possible.

The Solution

Through the editorial presentation of various innovative use cases, it was possible to create awareness for the great benefits of IoT applications in various industrial work areas. As a provider of a comprehensive network for the Internet of Things, T-Mobile was presented as an expert and first point of contact for the implementation of IoT projects.

The Result

On the one hand, the campaign made it possible to convey a topic that is often perceived as very abstract. On the other hand, the complexity of the entire issue was significantly reduced for the readers and it was made clear that every company has the potential to bring ideas for IoT applications to life.

Content Garden’s technology is perfect for B2B target groups that are already hard to reach. In addition, we can position ourselves optimally with our broad product range and gain valuable insights from the various formats.

Barbara Scheuchel-Lange, Online Marketing Manager T-Mobile Austria

Kytta

Kytta

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KYTTA
Adaptive Content Marketing

Rainer Willisits
Soraya Khitab
Daniela Simonovic
Julia Schuler
Julia Ortner
Michael Aumair

The Briefing

For Merck the target group of people with recurrent pain is particularly relevant. For these people, the pain situation is usually new. In addition to a mostly emotional reaction, there is a strong need for information. Classic pharmaceutical marketing has little to offer to this target group.

The Solution

Useful and relevant topics were identified and placed in German and Austrian daily media using online advertorials with the respective look and feel. By analysing the interactions of readers with the content, valuable conclusions could be drawn about their actual needs.

The Result

The entire digital communication was adapted based on the findings. Positive visual language and tonality as well as the general positioning as a consultant for pain patients were the result. The success was particularly evident due to the high acceptance of the new advertising line and the revised website as well as the above-average commitment with these.

Project Results

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The campaign provided us with highly relevant insights from the target group and was the catalyst to change our marketing strategy based on direct customer feedback.

Mag. Daniela Hörmannstorfer, Head of Brand Teams Kytta, The Procter & Gamble Company