The evolution of the Wir.Berlin city brand
The briefing
The aim of the client Berlin Partner and the Wir.Berlin brand was to position Berlin as a creative cultural metropolis and a city worth living in. The efforts were aimed at strengthening the sense of unity among Berliners and increasing their identification with the city. At the same time, Berlin should be presented as an attractive business, science and creative location and made visible in all its facets.
The target groups included Berliners, Berlin-based companies and people interested in Berlin. The services included the conception and planning of social media strategies, content creation, project management, analysis and evaluation, content production and implementation as well as the adaptation of content to meet Berlin Partner’s objectives.
The implementation
In order to implement the project, the LOBECO team focused on Berlin as a diverse cultural metropolis and a city worth living in. Together with the community, a unique city of individual stories was created. The focus was on user-generated content and community participation through videos and photos. This promoted a sense of unity and identification with Berlin.
Various series and interactive Instagram stories enabled community participation and set the direction of the channel.
Creative community management strengthened the sense of community and the strategies, content and analyses were focused on key messages. The monthly reporting also dealt with creative ideas for future content and the search for Berlin creators to be featured on the channel.
The implementation included content creation, management and analysis for success and target implementation.
We are delighted with LOBECO's work. The team is characterized not only by its high level of motivation, but also by its ability to create creative and appealing content. We are very satisfied with the professionalism and commitment of the team. The cooperation with LOBECO has not only led to measurable results in our social media strategies, but also to a pleasant and cooperative relationship. We can recommend LOBECO as a reliable partner in the field of social media.
The results
The Wir.Berlin community has grown by over 42% after one year. Varied content with reels, carousels, UGC posts and graphics makes Berlin visible as a cultural metropolis. Paid ads increased the reach. Reel series such as “Berlin neighborhoods” achieve over 50,000 views and promote active engagement. Interactive stories increase the participation and activity of followers. User-generated content shows different perspectives on Berlin and strengthens the bond with the community. “Picture of the Month” led to a real-life exhibition of the winning photos at Rotes Rathaus, encouraging online-offline connection and community.
