MICHAEL SCHULZ BERLINSTAGRAM

Portrait von Michael Schulz

Projekt anfragen

@berlinstagram

o2 Music — Elif — Behind the Beat

The first “Behind the Beat” episode for o2 Music with ELIF. A three-chapter cross-channel campaign culminating in a spectacular livestream concert that reached over 22.5 million contacts.

Overview

In March 2021, in the middle of the COVID-19 pandemic, when live concerts were

not possible, the "Behind the Beat" format was launched for o2 Music with Berlin-

based pop artist ELIF as its first episode. The campaign was designed to bring fans

an exclusive live experience at home, taking them inside the artist's creative process.

The Concept

The campaign followed a three-chapter structure: Chapter 1 (Inspiration) introduced

ELIF and her artistic world, Chapter 2 (Creation) gave insight into the music

production process, and Chapter 3 (Priority Concert) culminated in a fully produced

livestream concert. For the entire ramp-up phase, all social assets, posting logic,

and content sequencing across @o2musicde and @elifmusic were developed and executed.

Key Achievements

  • Social Media Concept: Developed the content logic and asset sequencing for the

ramp-up phase across all channels.

  • Asset Development: Conceived all social assets for Instagram, from mystery

postings and photo series to animated formats and story sequences.

  • Cross-Channel Coordination: Managed posting timelines across @o2musicde

and @elifmusic.

Impact

The campaign reached over 22.5 million contacts. The Instagram engagement rate

was 8.67%. The livestream concert

was celebrated by the community as one of the best live formats of its kind.

More Projects

Berlinstagram

Let's Work Together.

I work with brands, startups/companies and teams on content, campaigns and Instagram strategy — ideally long-term, because social media thrives on continuity. So, what needs solving?

Straight from the top — no agency overhead. 15 years in concept and content — a creator with agency experience, fast and flexible. Round-the-clock channel care, weekends included. Solo or as a well-rehearsed duo with Stephan Hamacher.

Behind the Scenes

  • Instagram Management Channel management and publishing
  • Social Strategy Channel strategy, editorial logic and positioning
  • Channel Care Editorial planning, stories and community management
  • Campaign Concepts Campaign ideas, format development and activation
  • Influencer Strategy Casting, briefing and reach with the right influencers
  • Content Production The right creators for each task — proven, from my network
  • Paid Promo Running ads and tracking performance
  • Reporting & Insights Monthly reports, metrics and learnings

Behind the Camera

  • Content Creation Photo and video I shoot myself — for brands: travel, architecture, editorial
  • Brand Collaborations Partnership models and branded campaigns

Get in Touch

Or directly

[email protected] @berlinstagram