Services & Cases

Football stars “side by side” with athletes.

Two of our clients, the DFL Foundation and Deutsche Sporthilfe, launched their biggest joint campaign to date at the start of the 19/20 Bundesliga season. Various Bundesliga stars and twelve athletes from Deutsche Sporthilfe were the focus of the campaign, which drew attention to the achievements of young athletes from Olympic and Paralympic sports.

Several football stars from the Bundesliga supported Olympic sporting talents for several months – appearing in two TV commercials under the slogan “side by side”. Among those present were DFL patron Manuel Neuer and Serge Gnabry (both from Bayern Munich), Mario Götze and Marco Reus (both from Borussia Dortmund), as well as Eintracht Frankfurt’s sports director Fredi Bobic.

LOBECO accompanied the shooting of the two TV commercials with its own production team in order to produce supplementary social media content for the channels of the DFL Foundation, Deutsche Sporthilfe as well as for the footballers and athletes. These were topped off with a ‘making-of’ clip featuring exclusive behind-the-scenes insights.

Significant revenue increase through social media ads with a ROAS of 8.8

Using advertising campaigns on social media, Espadrij l’originale aimed to reach its existing customers and potential new customers in order to increase sales in the online shop. The fashion brand used dynamic carousel and collection ads on Facebook and Instagram to stage the diverse product range of espadrilles, bags and other accessories. In the summer months of July and August, product sales were thus able to be significantly increased at an above-average rate of 8.8 Return on Ad Spend (ROAS) through Social Media.

The campaigns were based on a research and retargeting concept in which the online touchpoints of the relevant target groups were identified. With mobile optimized creatives, new incentives to purchase were created for existing customers and shop visitors. By using Lookalike Audiences, new people were targeted who resemble existing customers in order to increase brand awareness and draw attention to the shop.

True to the motto “You don’t sell umbrellas on sunny days”, the timing of the advertisements proved to be a decisive success factor, which is why the advertisements were mainly played out on days with summer weather conditions and the best possible prospects of success. Together with the organic Instagram shopping-function, the social media ads were a decisive traffic driver and revenue stream for Espadrij l’originale.

Efficient and effective ticketing campaign with a Return on Ad Spend of 9.5

For SPOBIS 2019, Europe’s largest and most important sports business congress, LOBECO developed a cross-platform social media advertising strategy to increase ticket sales via Facebook, Instagram and LinkedIn.

As part of the campaign set-up, the central challenge was to address the diverse target groups of the event for the various ticketing and pricing categories with an individualized content strategy and to accompany the customer to the conclusion of the transaction. The essential success factor was based on a multi-stage re-targeting concept in which we identified the user journey and the different touchpoints of the relevant target groups and were thus able to provide targeted incentives for the purchase through mobile optimised content.

Over the campaign period of three months we were able to achieve an above-average Return on Ad Spend of 9.5 and thus generate a significant new revenue stream with the help of social media ads.

You can read the entire case study here on Facebook for Business!

International positioning of Paulaner as the No. 1 Oktoberfest beer brand

Focused on the Munich Oktoberfest (the world’s largest public festival) our client Paulaner, started with a clear communication goal: International positioning as the No. 1 Oktoberfest beer brand. For this purpose we developed a creative and social media optimized content strategy, which we released  over a period of 6 weeks as advertisements on Facebook and Instagram, taking into account the country-specific characteristics. In cooperation with Facebook, we conducted a design study (Brand Lift Study) to determine that Paulaner was able to achieve significant increases in their international target group with regards to advertising recall, brand awareness and brand association with the Oktoberfest.

The results show the following increases (lift) for Paulaner:

• Ad Recall +10,5%,
• Brand Awareness +10%,
• Message Association: +5%.

You can read the entire case study here on Facebook for Business!

CSU digital election campaign

As we have observed in the 2017 Bundestag election campaign, social networks and digitization continued to play a central role in the 2018 state elections. In addition to classic media, social media offers political parties and politicians a platform with a variety of possibilities to reach, inform, and mobilize voters. The CSU actively enters into a dialogue with the community by adopting clear positions and making content-rich contributions. The CSU reaches more than 100,000 people daily over various social networks. Innovative formats, such as Facebook Spaces, make political content tangible for fans with the help of virtual reality.

Together with LOBECO, the CSU is working on a social media strategy to create a direct dialogue with the community in order to build up a more specific approach to reaching various types of voters, in order to communicate its positions clearly. This level of reach and innovation potential is made possible by the social networks and is being used on a daily basis by the CSU.

Virtual Reality Experience “On To New Worlds”

The focus of the campaign “On To New Worlds” is an exclusive virtual reality experience of the HypoVereinsbank. Actor Axel Milberg and art expert Judith Milberg lead the user through a completely new world of art. Art works are brought to life through various virtual effects. For example, users can immerse themselves in space at the work “Belvedere” or relax on Gerhard Richter’s “Wiese” in the countryside. Thanks to this social media campaign, HVB’s extraordinary art collection was made accessible to a broad public in an innovative way for the first time.

WeChat  microsite as a 360° fan activation device

During the Audi Summer Tour 2017, FC Bayern fans were offered a unique online experience through a digital 360° activation, as an extension of offline events in Shanghai, Shenzhen and Singapore. Innovative and commercial campaigns on the WeChat microsite led to exceptional channel growth, setting a benchmark in partner activation and innovation. The tour was honored by the Red Card Index as “Best Tour Campaign” and the best VR project in 2017.

Social Media Support at the Homecoming Event at BMW Welt

Event support and the accompanying live communication is a key success factor in the social media support of BMW Welt. In June 2017, the Homecoming Event was one of the highlights during which four different Vision Vehicles were presented in one place for the first time on the 100th anniversary of the company. The multi-day highlight event was digitally extended through premium photo and video content via the social media channels of the BMW Welt with maximum quality standards. The focus was on innovative and target group-specific live content in order to make the event tangible for the users.

Target group specific communication in international markets

The international positioning of the club is one of the overarching marketing goals of Bayer 04 Leverkusen. The club has been able to achieve high fan growth on digital channels in recent years – especially abroad. A crucial factor for the successful communication of the club with its international fans on social media is the creation of country and target group specific postings. Through the visual and editorial diversification of content (such as the Dia de los Muertos in Mexico), Bayer 04 Leverkusen expresses its cultural interest, creates emotional ties with the fans from the respective market and makes the club an experience for international fans. In particular, in the target markets of the USA and Mexico, the club was able to collect many points of interest, achieve above-average KPIs and anchor the brand Bayer 04 Leverkusen with premium content in the minds of its users.

Paulaner Filter by Augmented Reality (AR) on Facebook

Thanks to the close cooperation with our personal contacts in the largest social media networks, we recognize functional changes at an early stage. This also made us one of the first 50 companies to have exclusive access to the Facebook AR Studio. With this innovation, we were able to make our client, Paulaner, the first German brewery with an AR filter as a first mover. All over the world, Paulaner fans heard the call in their native language to create their own foam beard with the Paulaner AR filter.

DSV’s campaign for the Olympic Games in PyeongChang 2018

For the staging of the highlight event in the winter season of 2017/18, a special campaign was developed especially for the Olympic Games in South Korea. For this purpose, animations and graphics were made in the individual Olympic design and published on the social media channels of the German Ski Association.

CSU’s Digital Election Campaigning

Digitization is changing and at the same time expanding the framework of political communication. Political parties now have promising opportunities to reach countless voters through social networks. Thus, the Bundestag election campaign of 2017 not only took place in the established media landscape, but also continued to rely heavily on the social media channels of parties and politicians. Accordingly, the election campaign of 2017 in Germany will go down as the most digital election campaign of its kind to date. The increased significance of social media in the election campaign is also leading to a change in the digital appearance of individual top politicians and parties. The CSU uses the social media strategy developed together with LOBECO to promote the digital dialogue and uses the reach potential of social media for direct communication with voters, for the positioning of their own program content and for targeting specific groups of voters.