THE COLUMBIST
BERLIN IS NOT OVER
MY ROLE:
Strategy
Concept
CW
Concept
CW
The Columbist, a Berlin lifestyle magazine, saw a decline in social media engagement. People weren’t responding the way they used to—something felt off.
To understand why, we looked beyond performance and into the cultural and emotional context shaping the audience.
By the end of 2024, Berlin felt heavy. Clubs were closing. Cultural funding was cut. The city’s energy had shifted, leaving many frustrated and nostalgic—as if the Berlin they knew was slipping away.
We shaped a social strategy not to sell, but to stand with Berliners—turning the city’s collective sense of loss into an invitation to discover the Berlin that is being born in its place.
The strategy resonated. Engagement surged, and the brand felt relevant and close once again.
RESEARCH
TOP-tier media worldwide confirmed the trend
The Guardian
Financial Times
BBC
EXECUTION
We came in bold with this post—and boom, it went viral. We hit the sweet spot, stirring up the worries, the hopes, and one hell of a conversation.
RESULTS
Comments
Saved
Likes
Shares
The new strategy
proved to be a success. Engagement increased
threefold in one
month.
The buzz and reaction we
sparked made one thing
crystal clear: People are
hungry for a fresh, optimistic
vision for their city. We didn’t
just start a conversation; we
tapped into a movement.
