Case Study
The Cliburn
Situation
The Cliburn came to Gold Sound Media seeking robust, on-site social media management to exponentially grow their webcast viewership for the 2022 competition.
Strategy
We flew to Fort Worth and remained there for the duration of the three-week competition, curating all of the content that was published on their social media accounts. We worked directly with the webcast team to secure a plethora of videos to be used organically, but specifically for ad campaigns to drive traffic to the webcast globally.
Solution
The results were a global sensation.
300 million impressions of social media content posted.
25 million viewers of the 2022 webcast in 170 countries, becoming one of the most-watched classical music events of all time. This is a 5X increase from the most recent competition in 2017.
5X increase in YouTube subscribers in just three months (May-July 2022).
80,000 new followers across social media platforms.
One video became globally trending at #24 on YouTube (Yunchan Lim’s iconic performance of Rachmaninoff’s Third Piano Concerto, which is now the most popular “Rach 3” performance on the platform).
What the client thinks
“Jonathan Eifert was an invaluable part of our communications team during the 2022 Van Cliburn International Piano Competition. His expertise in digital marketing and social media—and his careful attention to detail—greatly contributed to the Competition’s exponentially larger reach; webcast viewership topped 25 million (5x increase from 2017), social media impressions hit 300 million, and followers across platforms grew by 141%. Just as importantly: he maintained positive energy, adaptability, and professionalism throughout his three weeks on the ground with us, in a high-pressure, fast-paced environment.”
Maggie Estes, Director of Communications and Digital Content, The Cliburn