content strategy for arts & culture programs
Project date: October-December 2020
Problem: A rich stockpile of images, essays, podcasts and articles needed to be transformed into compelling social media ads and targeted posts.
Roles: content and digital strategy, copywriting, design
Process: I started with a content audit of all four projects to identity what to highlight and how. There was an impressive range of topics and media:
FEHLER: an online zine celebrating the power of mistakes (like the spray-on condom at the Museum of Failure)
#artbits: a street art blog featuring photos from Canada, Mexico, and the US
Binge Fever!: a collection highlighting binge-worthy German TV series
Custom Culture: a blog by Goethe-Institut program coordinators in North America, offering insight into the German cultural scene
For each campaign, I chose between 2-10 pieces across each format (images, essays, anecdotes, podcasts, interviews) with the most compelling visuals and topical interest. I also identified target audience segments based on my familiarity with the material, including professions, hobbies and interests, and more. I was ultimately responsible for curating, sourcing, and editing the images and producing compelling on-brand ad copy, while coordinating with the Goethe-Institut for promotion on Facebook and Instagram in the United States, Canada, and India.