Alex Kristanlaughs you!

Alex Kristan is an established name in Austrian cabaret. With around 100 live shows a year, he fills venues and delights his audience. But his immense stage presence was not yet reflected in his digital reach.

The goal was clear: Alex Kristan’s popularity on stage was to continue in a strong and authentic social media presence. We wanted to make him not only visible, but also the leading digital personality in cabaret & comedy in Austria.

The key lever was repurposing: instead of continuously producing new content for every channel, we used existing material from the live shows and developed it into a social media show. The content was adapted for vertical formats, short attention spans and the respective platforms.

The strategy thus combined two things that were important to Alex Kristan: the reach of his stage material and his personal connection with the audience. The best moments from the shows attracted attention.

Vertical video clips: The strongest moments from the live shows were edited into short vertical videos and prepared for TikTok, Instagram, Facebook and YouTube. Editing and structure were geared towards watch time.

“Ask Alex!” and behind-the-scenes insights: Alex answered questions from the community and showed himself away from the stage. This created a format that builds connection and conveys his personality directly.

Parodies as reach boosters: Alex Kristan’s talent for parodies was used specifically for content that sparked interest beyond the cabaret scene. One example is “Pimp your Pump”, the fitness parody featuring Arnold Schwarzenegger.

Repurposing instead of creating new content every day: Existing programme content was re-edited for social media and adapted into different formats. This enabled the campaign to be rolled out organically across several platforms.