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ZDF: Ludwig & Luise – Graphic Storytelling bei Instagram #AGIMC

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Vortrag von Jonas Schlatterbeck und Marie-Louise Petersen auf der AllInstagram Marketing Conference 2019 in München.

Details:
https://conference.allfacebook.de/session/ludwig-luise/

Konferenz:
https://conference.allfacebook.de/

Published in: Social Media
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ZDF: Ludwig & Luise – Graphic Storytelling bei Instagram #AGIMC

  1. 1. Zahlen & Fakten Setting
  2. 2. Zahlen & Fakten Setting 2 Character: Ludwig & Luise
  3. 3. Zahlen & Fakten Setting 2 Character: Ludwig & Luise 2 Orte: Berlin & München
  4. 4. Zahlen & Fakten Setting 2 Character: Ludwig & Luise 2 Orte: Berlin & München 14 Briefe: November 1918 bis März 1920
  5. 5. Zahlen & Fakten Output 14 Stories
  6. 6. Zahlen & Fakten Output 14 Stories 259 Slides
  7. 7. Zahlen & Fakten Output 14 Stories 259 Slides 52 Feed-Posts
  8. 8. Ziel Ein weniger bekanntes Kapitel der deutschen Geschichte einer jungen Zielgruppe (18-35) ansprechend darbieten.
  9. 9. Erfolgskriterien • Follower-Wachstum • CTR • Awareness
  10. 10. Zahlen & Fakten Ergebnisse
  11. 11. Zahlen & Fakten Ergebnisse • 2.500 neue Fans
  12. 12. Zahlen & Fakten Ergebnisse • 2.500 neue Fans • 435.583 organische Impressions
  13. 13. Zahlen & Fakten Ergebnisse • 2.500 neue Fans • 435.583 organische Impressions • CTR: 56% TAP TAP
  14. 14. Anspruch • Instagram first • Hoher ästhetischer Wiedererkennungswert • Dokufiktionales Erzählen • Serielles Erzählen • Instagram-typische Elemente TAP TAP
  15. 15. Auftraggeber ZDFinfo • Themenspektrum: Geschichte, Wissenschaft, Current Affairs • Motto: Fernsehen zum Mitreden • Zielgruppe: „Besserwisser“, Wissen-Nerds
  16. 16. Inspiration Graphic Novel
  17. 17. Inspiration Graphic Novel Serie
  18. 18. Inspiration Graphic Novel Serie Insta-Art
  19. 19. Design-Konzept Zwei verschiedene Charaktere
  20. 20. Design-Konzept Zwei verschiedene Farben
  21. 21. Design-Konzept Zwei verschiedene Schriftarten
  22. 22. Design-Konzept Ein einzigartiger Look
  23. 23. Herangehensweise Brainstorming Setup Design-Sprints (pro Episode) Optimierung Ausspielung & Evaluation •Character-Modeling •Erzählbogen (inkl. Midpoint) •Storyline historisch •Storyline persönlich •Episodenliste •Drehbuch •Faktencheck •Design-Konzept •Storyboarding •Ausarbeitung •Design-Check Instagram •Beta-Tests in der geschlossenen Facebook-Gruppe •Ratio Text/Bild •Anordnung Slides •Tap-Experience •quantitative IG-Metriken •qualitatives Feedback
  24. 24. Herangehensweise Brainstorming Setup Design-Sprints (pro Episode) Optimierung Ausspielung & Evaluation •Character-Modeling •Erzählbogen (inkl. Midpoint) •Storyline historisch •Storyline persönlich •Episodenliste •Drehbuch •Faktencheck •Design-Konzept •Storyboarding •Ausarbeitung •Design-Check Instagram •Beta-Tests in der geschlossenen Facebook-Gruppe •Ratio Text/Bild •Anordnung Slides •Tap-Experience •quantitative IG-Metriken •qualitatives Feedback
  25. 25. Herangehensweise Brainstorming Setup Design-Sprints (pro Episode) Optimierung Ausspielung & Evaluation •Character-Modeling •Erzählbogen (inkl. Midpoint) •Storyline historisch •Storyline persönlich •Episodenliste •Drehbuch •Faktencheck •Design-Konzept •Storyboarding •Ausarbeitung •Design-Check Instagram •Beta-Tests in der geschlossenen Facebook-Gruppe •Ratio Text/Bild •Anordnung Slides •Tap-Experience •quantitative IG-Metriken •qualitatives Feedback
  26. 26. Herangehensweise Brainstorming Setup Design-Sprints (pro Episode) Optimierung Ausspielung & Evaluation •Character-Modeling •Erzählbogen (inkl. Midpoint) •Storyline historisch •Storyline persönlich •Episodenliste •Drehbuch •Faktencheck •Design-Konzept •Storyboarding •Ausarbeitung •Design-Check Instagram •Beta-Tests in der geschlossenen Facebook-Gruppe •Ratio Text/Bild •Anordnung Slides •Tap-Experience •quantitative IG-Metriken •qualitatives Feedback
  27. 27. Herangehensweise Brainstorming Setup Design-Sprints (pro Episode) Optimierung Ausspielung & Evaluation •Character-Modeling •Erzählbogen (inkl. Midpoint) •Storyline historisch •Storyline persönlich •Episodenliste •Drehbuch •Faktencheck •Design-Konzept •Storyboarding •Ausarbeitung •Design-Check Instagram •Beta-Tests in der geschlossenen Facebook-Gruppe •Ratio Text/Bild •Anordnung Slides •Tap-Experience •quantitative IG-Metriken •qualitatives Feedback
  28. 28. Herangehensweise Brainstorming Setup Design-Sprints (pro Episode) Optimierung Ausspielung & Evaluation •Character-Modeling •Erzählbogen (inkl. Midpoint) •Storyline historisch •Storyline persönlich •Episodenliste •Drehbuch •Faktencheck •Design-Konzept •Storyboarding •Ausarbeitung •Design-Check Instagram •Beta-Tests in der geschlossenen Facebook-Gruppe •Ratio Text/Bild •Anordnung Slides •Tap-Experience •quantitative IG-Metriken •qualitatives Feedback + Abnahme an jeder Etappe + wissenschaftliches Feedback von Historikern
  29. 29. Team Sender CVD Projektleiter Autor Redakteur Designer Designer Planerin/Performance Managerin Sylvia Förster Jonas Schlatterbeck Niki Drozdowski Julian Gillig Hanna Lilienthal Marie-Louise Petersen Nadja Rüger
  30. 30. Aufwand Produktion: 1 Tag
  31. 31. Aufwand Produktion: Storywriting & Recherche: 1 Tag 10 Tage
  32. 32. Aufwand Produktion: Storywriting & Recherche: (Motion) Design: 1 Tag 10 Tage 50 Tage
  33. 33. Markenbildung
  34. 34. Erkenntnisse • beste CTR bei 9 bis 12 Slides • meiste Ausstiege bei den ersten 3 bis 5 Slides • Persönliche Geschichte und Zeitgeschichte funktionieren gemeinsam • Einzelne Inhalte müssen überschaubar bleiben Exits nach Slides(in %)
  35. 35. Staffel 2 Der Goldregen blinkt, der Flieder duftet, LIEBSTE LuISE, Ab 1. Mai auf /zdfinfo

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