THE COLUMBIST
SOCIAL MEDIA
MY ROLE:
Strategy
Concept
CW
Concept
CW
How do you make people care about your brand on social?
By making your brand care about people.
At the end of 2024, Berlin felt heavy. People were sad, frustrated — the Berlin they knew was officially gone.
For The Columbist, a magazine about Berlin, we shaped a social strategy not to sell, but to stand with Berliners. We turned the city’s collective mourning for the Berlin that disappeared into an invitation: to discover the Berlin that is being born.
By making your brand care about people.
At the end of 2024, Berlin felt heavy. People were sad, frustrated — the Berlin they knew was officially gone.
For The Columbist, a magazine about Berlin, we shaped a social strategy not to sell, but to stand with Berliners. We turned the city’s collective mourning for the Berlin that disappeared into an invitation: to discover the Berlin that is being born.
RESEARCH
TOP-tier media worldwide confirmed the trend
The Guardian
Financial Time
BBC
STRATEGY
PROBLEM
INSIGHT
EDGE
STRATEGY
People are tired of salesy brand content; they engage only with content that resonates with and moves them
In hard times, people want hope, support, and inspiration.
The Columbist shows Berlin without clichés, with real care for its diversity.
Position The Columbist to lead Berlin’s next chapter by uniting followers to co-create the city’s new narrative.
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.
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