HOPE IS THE BEST STRATEGY

The Columbist

The Columbist, a Berlin lifestyle magazine, was watching its social media engagement fall – the magazine had lost its cultural relevance.

By the end of 2024, Berlin felt heavy. Clubs were closing and cultural funding was being cut. The obvious move was to meet the audience where they were – in frustration and protest. But what the audience truly wanted was hope.

So we rebuilt The Columbist's social media strategy around it. Instead of showcasing the city as it was, the magazine's social channels invited people into a conversation about what comes next: what new Berlin might grow out of the old one.

The first post went viral, and engagement tripled in a month. The comments, saves and shares made it clear that people were hungry for an optimistic vision of their city.