/ Case Studies

Bilderbuch

How to grow your Audience and reach them reliably?

Bilderbuch converted more than 47% of their local fans into Messenger with a single campaign, giving away tickets to a surprise gig in Vienna. After the show Bilderbuch shared the video recording of the gig with their Messenger audience. After 24 hours a staggering 99% of fans had opened the message!

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Phase 1: Audience Growth
Austrian superstars Bilderbuch used the announcement of a surprise gig in an intimate venue in Vienna to drive sign ups for their newly launched direct-to-fan channel. Fans could not buy tickets, but instead were asked to message the band via Messenger for their chance to win.

Bilderbuch pushed their Messenger link (m.me/bilderbuch) in the following ways:
• An Instagram story asking fans to swipe up
• With an overlay landing page for their website
• A Facebook post which they boosted just among Austrian fans
• A Tweet, announcing the show to drive people into Messenger
• A Newsletter sent out to their database announcing the show and explaining the competition dynamics again heavily promoting the direct link into Messenger (m.me/ bilderbuch)

The competition ran for 24 hours and brought them more than 8,500 fans into their Messenger. In other words they converted 23% of their nationwide audience and 47% of their Vienna based fans into Messenger, where they are now able to contact them instantly, directly and reliably whenever they choose.

Conversion of Fans to Messenger
Time: 30 min
Subscribers: 1,317
Conversion: 7.3%

Time: 1h
Subscribers: 2,304
Conversion: 12.8%

Time: 6h
Subscribers: 5,676
Conversion: 19.8%

Time: 24h
Subscribers: 8,510
Conversion: 47.2%



Phase 2: The Campaign
After the show Bilderbuch shared the link to the video recording of the band’s performance with their fans and they loved it!

More than 89% opened the message within the first 6 hours, growing to 99% of fans after just 24 hours.

That’s a whole lot of very happy and loyal fans for one campaign with next to zero budget and relatively little effort. Direct to fan done right.

Summery:
One Campaign, One Incentive, Next to zero budget but more than 8500 happy Superfans


About Sendmate
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We're currently working with +400 artists, including Imogen Heap, Petit Biscuit, Parov Stelar, The Sherlocks, William Fitzsimmons and many more.

Their results are extremely promising, with Open Rates averaging at 95.7% and Click Rates at 21.5% (Stats: Sendmate, May 2018).

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