The Goethe-Institut is a non-profit German cultural association operational worldwide with 159 institutes, promoting the study of the German language abroad and encouraging international cultural exchange and relations.
To get the target audience to explore the interactive Graphic Travelogues website, be able to intuitively dive into the world of Graphic Travelogues, and subscribe to at least one social media platform.
To make travel interesting during the COVID-19 lockdown and create awareness for the central campaign – Boarding Grpahic Travelogues.
Facebook, Instagram, Twitter
We divided our campaign into three phases – hype, launch and sustenance. In the first phase, we created hype about our project with build-up posts and an emailer that encouraged the audience to stay tuned, and in the second phase, we conducted a project reveal and encouraged website visits, along with a contest to encourage engagement and chatter, an artist showcase, and a masterclass. In the third phase, we further built upon the chatter we created with topical content and by sharing technical knowledge and informative posts.
We gained an incredible amount of reach and website visits. The project was also covered by various news outlets.
●Total People Reached: 1.5Mn+
● Total People Engaged with: 183K+
● Total website taps: 4000+
February 19, 2021
Design, Digital campaigns, Social Media, Videos