PORTFOLIO PHOTO
PORTFOLIO VIDEO & SOCIAL MEDIA
VIDEO
SOCIAL MEDIA
Dr. med. Björn Steinert
Track Worlds 2020
The goal for the practice of Dr. Steinert, it is primarily in the current situation - to publish content to then in further marketing also more actively lead the customers on social networks to win you so for further treatments and about the hashtags corresponding to win new customers.In the first step, which is currently running, is published once a month on Instagram to convince potential customers of the human and professional quality of Dr. Steinert and his team.
The goal of the event's social media campaign was to navigate more viewers to the Velodrom via social networks as well as to provide up-to-date and qualitative reporting and a background insight into a world championship in the middle of Berlin.
For this purpose, we developed a concept where we worked with the influencer Miriam Welte, Olympic champion and six-time world champion in track cycling on site as a reporter, as well as a takeover of an athlete directly before the World Championships to visualize the daily routine for the potential viewer.
We were able to increase the reach of the account on Instagram, which was our main network, from about 1100 subscribers to over 4000 by the end of the World Championships. Furthermore, we were able to book 250 ticket purchases for the entire World Cup via the social media link, thus far exceeding the expectation of the conversion rate, which was 2%, with 22%.
The general feedback was positive except for some criticism that it was sometimes too technical for people who had never had anything to do with track cycling before.
Currently, the account is actively played with important messages and will be reactivated for upcoming major events.
The content production was done by a team of 3 with 2 photographers and a press officer, which was planned in advance.During the world championship itself we were additionally supported by the social media team of the UCI, which also cooperated with us.
In summary, it can be said that the naturalness and the known environment of the influencer in the scene has helped us massively as well as the constant publishing of content.