{"id":9255,"date":"2009-05-11T17:14:24","date_gmt":"2009-05-11T17:14:24","guid":{"rendered":"https:\/\/smart-pr.de\/news\/blog\/case_studies\/content-marketing-campaign-new-altstadt\/"},"modified":"2025-03-05T16:35:43","modified_gmt":"2025-03-05T16:35:43","slug":"content-marketing-campaign-new-altstadt","status":"publish","type":"case_studies","link":"https:\/\/smart-pr.de\/en\/referenzen\/case_studies\/content-marketing-campaign-new-altstadt\/","title":{"rendered":"Content marketing campaign \u201cNew Altstadt\u201d"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row full_width=&#8221;stretch_row_content_no_spaces&#8221; content_placement=&#8221;middle&#8221;][vc_column][vc_single_image image=&#8221;7382&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;&#8221;][vc_row_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;2\/3&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"title thumbnail\">\n<div class=\"wrapper-h\">\n<div class=\"title thumbnail\">\n<div class=\"wrapper-h\">\n<div class=\"title thumbnail\">\n<div class=\"wrapper-h\">\n<h1><strong>Content marketing campaign \u201cNew Altstadt\u201d<\/strong><\/h1>\n<\/div>\n<\/div>\n<div class=\"content single-post single-case\">\n<div class=\"wrapper-h\">\n<aside>\n<div><\/div>\n<\/aside>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div>\n<div>\n<h3>Client<\/h3>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][vc_single_image image=&#8221;7994&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div>\n<p>D\u00fcsseldorf Tourismus<\/p>\n<\/div>\n<div>\n<h3>Kampagne<\/h3>\n<p>Content marketing campaign \u201cNew Altstadt\u201d<\/p>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div>\n<h2><strong>Task<\/strong><\/h2>\n<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"WdYUQQ\">\u201cNowhere else can you experience the passion for special beers in so few square meters as in D\u00fcsseldorf&#8217;s old town.\u201d<\/span><\/p>\n<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"WdYUQQ\">With a target group-specific content marketing campaign for the &#8220;Craftbeer and Streetfood Tour&#8221; on the social media channels of D\u00fcsseldorf Tourismus <\/span><span class=\"WdYUQQ\">we showcase the attractiveness of the New Altstadt and formulate specific calls-to-action for visitors to D\u00fcsseldorf.<\/span><\/p>\n<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"WdYUQQ\">A Germany-wide ad campaign and additional influencer cooperations specifically address the target group persona \u201cLars\u201d and increase the awareness and visibility of D\u00fcsseldorf Tourismus:<\/span><\/p>\n<ul>\n<li>Core target group approx. 4 million<\/li>\n<li>35-44 years old<\/li>\n<li>Social media activity geared towards trends, consumption<\/li>\n<li>Monthly Facebook potential 300-350k users<\/li>\n<\/ul>\n<p>The following points should be fulfilled in the campaign:<\/p>\n<ul>\n<li>Increasing the digital presence<\/li>\n<li>Contribution to the digitization strategy of the state of NRW<\/li>\n<li>Contribution to the tourism strategy of the state of NRW<\/li>\n<li>Improving digitalization in tourism<\/li>\n<\/ul>\n<\/div>\n<div><\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div>\n<h2><strong>Implementation<\/strong><\/h2>\n<p>We developed our own storytelling for the <span class=\"WdYUQQ\">&#8220;Lars&#8221;<\/span> persona and addressed him through various target group-specific content formats on Instagram, Facebook and YouTube Shorts. Various series formats provided information about D\u00fcsseldorf&#8217;s old town and the <span class=\"WdYUQQ\">&#8220;Craftbeer and Streetfood Tour&#8221;<\/span>, such as &#8220;This is duesseldorf&#8221; or &#8220;Did you know?&#8221;<\/p>\n<h3><strong>Promotional videos<\/strong><\/h3>\n<p>At the start of the campaign, we produced a detached promotional video for Instagram and Facebook. This allowed us to generate 2,773,220 impressions, reach 1,265,418 people and achieve 1,207 link clicks to the <a href=\"https:\/\/www.duesseldorf-tourismus.de\/erleben\/essen-und-ausgehen\/new-altstadt\" target=\"_blank\" rel=\"noopener\">New Altstadt website<\/a>.<\/p>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;7997&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h3><strong>Cooperation with 4 beer flucers<\/strong><\/h3>\n<p><span class=\"S1PPyQ\">To give the craft beer enthusiast persona \u201cLars\u201d an overview of the diverse craft beer scene in D\u00fcsseldorf&#8217;s old town, we organized a guided tour through D\u00fcsseldorf&#8217;s old town with 4 selected beer influencers. The trained tour guide knows all the craft beer establishments and provides an overview of the current beer trends in the Old Town &#8211; between tradition and modern beer culture. The tour takes visitors behind the scenes of traditional D\u00fcsseldorf brewing culture: in the brewing cellar of the Zum Schl\u00fcssel brewery, the four Beerfluencers were even able to meet master brewer Dirk Rouenhoff, who launched D\u00fcsseldorf&#8217;s first craft beer package, Altbier United. [Mehr zu dieser Kampagne erfahren Sie hier.]<\/span><\/p>\n<p>The Beerfluencers accompanied the entire evening via Instagram Story and then published matching posts on their channels. In this way, we were able to establish a direct dialog with the Beerfluencer communities.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;7999&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;8001&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;8003&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;8005&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div id=\"Content\">\n<div class=\"content_wrapper clearfix\">\n<div id=\"Content\">\n<div class=\"content_wrapper clearfix\">\n<h2><strong>Hard Facts<\/strong><\/h2>\n<p>In the period from 10.10.22 to 18.11.22, a total of<strong> 8 reels<\/strong>, <strong>8 posts<\/strong> and <strong>19 stories<\/strong> went online on Instagram and Facebook as well as <strong>6 YouTube shorts<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p>A total of<strong> 25 ads<\/strong> were placed, reaching <strong>2,721,357<\/strong> people.<\/p>\n<p>&nbsp;<\/p>\n<p>The cooperation with the Beerfluencers has led to an additional reach of around<strong> 4.2K people<\/strong> and over <strong>130 positive comments<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p>The content marketing campaign for the New Altstadt was thus able to generate over<strong> 5K clicks<\/strong> on the website.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"[vc_row full_width=\"stretch_row_content_no_spaces\" content_placement=\"middle\"][vc_column][vc_single_image image=\"7382\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/6\"][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text css=\"\"] Content marketing campaign \u201cNew Altstadt\u201d<span class=\"excerpt-hellip\"> [\u2026]<\/span>","protected":false},"featured_media":7081,"template":"","tags":[1511,1514,1505,1512,1509,1513,1507,1510,1506,1508],"case_studies_kategorien":[133],"class_list":["post-9255","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","tag-atmosphere","tag-bar-en","tag-content-marketing-en","tag-culture","tag-digital-content","tag-friends","tag-kampagne-en","tag-local-events","tag-new-old-town","tag-sense-of-community","case_studies_kategorien-allgemein"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - 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