While people were considering leaving the city, feeling confused and down, especially with Berlin’s winter bringing endless grayness, we suggested that The Columbist offer its followers understanding, support, and, most importantly, a positive perspective on the city’s future. The strategy’s headline was "Berlin is not over."
While crafting a powerful and empathetic message, we also ensured the content format was creative and innovative. We experimented with post formats and leveraged the latest Instagram algorithm updates.
We developed a series of posts leveraging this idea, which gained incredible engagement and went viral.