Challenge
The Goethe-Institut Bucharest is committed to anchoring the German language in the Romanian education system. As a world-renowned institution, it is considered a global flagship for German culture. Projects for such a prominent client are always particularly challenging. Our task was to launch a social media campaign on Facebook and Instagram for the Goethe-Institut. The goal: reach and interaction were to be increased on both platforms, previous non-followers were to be addressed and friends of the German language in Romania were to be invited to join in. Moreover, the interactive campaign had to work for all language levels. We had already implemented a similar project with several successful sequels for the Goethe-Institut Mexico.
Solution
The campaign we developed and implemented ran for 40 days in March and April 2022. Once again, we chose an exciting subject that was tailored to a regional theme: the interactive eco-thriller in German entitled "Crina gegen die Holzmafia". The gripping story was written by two female authors who were at home in this genre. On each campaign day, we published a new post in the style of a serialized story. The idea was to make people want to read, write and solve tasks together. There were no restrictions on participation. The tasks had different levels of difficulty and were always related to the German language or Germany in open or closed questions. If the participants showed great commitment, they could win worthwhile prizes - such as a full scholarship for an intensive language course in Germany and blended learning language courses. For the thriller about Crina, we created key visuals, title and a memorable visual language - a look and feel to keep you hooked. We promoted the campaign with a trailer, for whose quality we were responsible from concept to broadcast. During the campaign we ran supporting social ads.
Success
Around 530,000 people were reached during the 40-day campaign period. There were around 3,500 interactions. Each post was read by an average of around 4,500 people, 300 of whom actively participated in the campaign. The trailer also achieved a very high reach with 240,000 views. Considering the target region Romania and the available media budget, we and our client are very satisfied with the results. And the fact that success can be measured not only in numbers, but above all in the enthusiasm of the users, is shown by the many comments and exciting contributions, for which the German learners took a lot of time. One user even illustrated Crina.
