The Berlin techno label Ton Töpferei has undergone a complete rebranding in 2020. Founded by Ben Böhmer and his brother Leon Böhmer, the label focuses on melodic house and deep house and unites over 10 young and innovative artists under one roof. With a unique content strategy across various platforms and the constant development of the strategy, yumeda is an important part of the brand image of Ton Töpferei.
The Challenge
Due to the active use of a total of six social media platforms, the coordination and structure of the individual content formats were of particular importance. With an individual concept for graphics, texts and themes for each artist, a unique image quickly emerged on the social media channels. yumeda takes on the important role of content creation, social media and community management, as well as performance marketing.
With over 3,000 followers, Ton Töpferei already had a relatively high reach before we started our marketing activities. Since many of the artists who have released through Ton Töpferei are also very active on Facebook and the label’s target group is also increasingly on this platform, it was a matter of course for us to place Facebook strongly at the center of the marketing activity here as well. Reposting content and including various online articles in the feed, coupled with community management and the use of Facebook Creater Studio made the growth of the platform possible.
With the playout of content via the feed, Instagram Reels, IGTV and Stories, Instagram became the linchpin of the marketing strategy. Exploiting the cross-posting potential, actively involving the very international and artistic community, and including the artists in the Instagram strategy were the key challenges and growth potentials. With new, high-quality music, supported by outstanding visual content, these potentials were all realized. In addition, the new brand image of Ton Töpferei was communicated attractively and honestly to the outside world, and the label’s other platforms were marketed via Instagram.
FEED
POSTS
VIDEOS
PHOTOS
STORIES
The stories were not only used in our strategy to stage the individual content formats – but with specially produced story videos, chains were built up that told a separate story for each day of a promo phase. From content from the artists’ studios, the creative process of 3D design to snippets from the songs, various formats were published, all of which found great following.
IGTV
REELS
ANALYSIS
Strengthening the Instagram community in comparison to the already formed Facebook community was of central importance for Ton Töpferei. Thanks to the intensive play on the various content formats, the extraordinarily good coordination with the individual artists and other Deephouse profiles, we quickly managed to further expand the community, increase engagement rates and successfully promote the other platforms of Ton Töpferei via Instagram.
TIK TOK
As one of the fastest growing platforms at the moment, we didn’t want to miss out on a content playout via TikTok at Ton Töpferei. With short videos about the production process, about the individual artists and the 3D design, various formats were offered, all of which achieved very good click numbers. Thus, the YouTube channel and the Instagram profile could be played and promoted with direct links.
LISTEN
TO
THEIR
PLAYLIST
The Berlin techno label Ton Töpferei has undergone a complete rebranding in 2020. Founded by Ben Böhmer and his brother Leon Böhmer, the label focuses on melodic house and deep house and unites over 10 young and innovative artists under one roof. With a unique content strategy across various platforms and the constant development of the strategy, yumeda is an important part of the brand image of Ton Töpferei.
The Challenge
Due to the active use of a total of six social media platforms, the coordination and structure of the individual content formats were of particular importance. With an individual concept for graphics, texts and themes for each artist, a unique image quickly emerged on the social media channels. yumeda takes on the important role of content creation, social media and community management, as well as performance marketing.
With over 3,000 followers, Ton Töpferei already had a relatively high reach before we started our marketing activities. Since many of the artists who have released through Ton Töpferei are also very active on Facebook and the label’s target group is also increasingly on this platform, it was a matter of course for us to place Facebook strongly at the center of the marketing activity here as well. Reposting content and including various online articles in the feed, coupled with community management and the use of Facebook Creater Studio made the growth of the platform possible.
With the playout of content via the feed, Instagram Reels, IGTV and Stories, Instagram became the linchpin of the marketing strategy. Exploiting the cross-posting potential, actively involving the very international and artistic community, and including the artists in the Instagram strategy were the key challenges and growth potentials. With new, high-quality music, supported by outstanding visual content, these potentials were all realized. In addition, the new brand image of Ton Töpferei was communicated attractively and honestly to the outside world, and the label’s other platforms were marketed via Instagram.
FEED
POSTS
STORIES
The stories were not only used in our strategy to stage the individual content formats – but with specially produced story videos, chains were built up that told a separate story for each day of a promo phase. From content from the artists’ studios, the creative process of 3D design to snippets from the songs, various formats were published, all of which found great following.
IGTV
REELS
ANALYSIS
Strengthening the Instagram community in comparison to the already formed Facebook community was of central importance for Ton Töpferei. Thanks to the intensive play on the various content formats, the extraordinarily good coordination with the individual artists and other Deephouse profiles, we quickly managed to further expand the community, increase engagement rates and successfully promote the other platforms of Ton Töpferei via Instagram.
TIK TOK
As one of the fastest growing platforms at the moment, we didn’t want to miss out on a content playout via TikTok at Ton Töpferei. With short videos about the production process, about the individual artists and the 3D design, various formats were offered, all of which achieved very good click numbers. Thus, the YouTube channel and the Instagram profile could be played and promoted with direct links.
SOCIAL MEDIA MARKETING