Social Media Campaign

THE CHALLENGE

Goethe-Institut is the Federal Republic of Germany’s cultural institute, active worldwide. They promote the study of German abroad and encourage international cultural exchange.
 

Goethe-Institut Ghana celebrated its 60th Anniversary in October 2021 and wanted to execute a social media campaign as part of its anniversary activity to drive:

• Website visits

• Newsletter subscribers

• Social Media followers

• Online community engagement

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WHAT DID WE DO?
 

Delivered a social media marketing audit, a  social media campaign plan, content creation and campaign execution.
The 4 week campaign focused on showcasing the Institute through the years, including its people - humanising the brand. Using artists who have previously worked with the Institute for social media takeovers and lives, and a social media art competition for the online community.

 

RESULTS
 

• Total Campaign reach 186,359
   

• +21,053% increase in organic reach 

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•  +431% increase in social media engagement
   

• Follower Growth +9%