Content creation for
Berlin questions 2021

As a hybrid metropolis congress, Berlin questions offers a discussion platform for global challenges – both digitally via livestream and in a virtual 3D world as well as on stages at extraordinary, city-defining locations in Berlin. In order to increase the attention of this socially relevant hybrid conference, CBE DIGIDEN developed a communication concept in advance and implemented appropriate social media measures to increase reach before and after the conference.

Digital marketing measures for Berlin questions 2021

Under the motto “Metropolis: The New Now”, the international conference, which was launched in 2017 by the City of Berlin and visitBerlin, took place for the first time as a hybrid event in summer 2021.

To increase the visibility of the four-day conference in Berlin, under the patronage of the former mayor of Berlin, Michael Müller, CBE DIGIDEN developed a communication concept and a digital marketing strategy in advance to optimize the content for the respective social media channels.

Michael Mueller © Lena Giovanazzi

Strategy and concept for increasing the visibility of Berlin questions 2021

One success factor for contemporary, digital communication is to reach the target group and motivate them to interact. For the content, “asking questions” was defined as a form of participation, in the spirit of Berlin questions. This measure gave followers an incentive to participate and invited them to participate in the discussion before the event.

In addition, the content strategy focused on working with the invited speakers as well as influencers and partners in order to attract more attention to both the event and the diversity of the city of Berlin as a venue and to attract as many participants as possible in the short-term advertising.

Due to the international scope, communication on the social media channels Facebook, Instagram, Twitter, LinkedIn and YouTube takes place in English.

Managing the social media platforms in the run-up to the event

To increase visibility among the target groups as well as in the Berlin metropolitan region and beyond, CBE DIGIDEN profiled Berlin as a lively, cosmopolitan city in which the questions of tomorrow are already being discussed innovatively today. For this purpose, the speakers and their viewpoints and positions were communicated. The cultural diversity of the city was also highlighted by the fact that the six venues E-Werk, Floating University, Haus der Statistik, Spreepark, Tegel Airport and San Gimignano, which represented the themes of the conference, were presented on social media.

Before the event began, pictures of locations, speakers and discussion topics, as well as video teasers, were posted alternately, twice a week.

Ongoing social media support for further marketing

In order to encourage the international audience to get involved afterwards and to reach them sustainably with regard to upcoming events, CBE DIGIDEN’s content management also remained in place for follow-up communication.

Since people are spending more and more time consuming videos on social media, CBE DIGIDEN further processed live recordings and edited social media videos to increase views and interactions. This gives followers an insight into past events and the connection to the event is strengthened throughout.

The produced video content is posted on the channels alternately with images from the past event.

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The result

The direct target group approach combined with an emotionally accessible level created an authentic charisma, which in a short time gained more followers and achieved more interactions.

By taking up the lectures in digital communication, the event can still be experienced, strengthens sympathy and leads seamlessly into the following event in 2022.