Creation, development, and implementation of an online marketing campaign for a tour guide in Berlin with over 30 years of experience, to establish her presence in the digital environment.
This was my final project for the Online Marketing & Content Creation course at SAE Berlin, lasting six months and guided by certain criteria. The online campaign (i.e., the posts on social media) needed to last eight weeks, and the project was carried out with zero budget.
The Brand
The creation of “Best Berlin Tours” was a deliberate choice to emphasize quality and expertise. Opting for a name broader than the client’s own name, the intention was to capture greater attention and appeal to a wider audience. With over 30 years of experience in the field and being a Berlin native, the tour guide ensures unmatched quality in delivering her services.
The strategic use of the “Best Berlin Tours” name ensured a consistent online presence on key platforms like Instagram, Facebook, and TikTok. This decision aimed to secure visibility and recognition in the digital realm, our primary goal for this project.
The Logo
Our logo takes inspiration from Berlin’s city center, specifically Alexanderplatz.
The Fernsehturm represents a thorough exploration of Berlin, while the seagulls evoke a feeling of freedom and discovery, aligning with the adventurous spirit of each tour.
The goal is to visually represent the brand, drawing from the heart of Berlin and showcasing the diverse experiences our tours offer.
Editorial Plan and Published Content
In conceptualizing the strategy for “Best Berlin Tours,” I adopted a pragmatic approach that involved the meticulous creation of adaptable content to meet the nuances and specific expectations of each social media platform. This dynamic process was shaped with the expertise to generate unique posts for Instagram, subsequently tailored for Facebook and TikTok.
SOCIAL MEDIA ACCOUNTS
www.instagram.com/bestberlintours
October 24, 2023 – February 14, 2024
67 posts: 132 photos and 33 videos
82 Tagestipps (daily tips)
Numerous reposts in Stories
Our Instagram profile has been meticulously developed to provide visually appealing and engaging content. It serves as a virtual storefront, showcasing images, videos, and informative texts about Berlin’s landmarks. Going beyond typical tourist destinations, we explore lesser-known places to offer a holistic perspective on the city. Additionally, we cover culinary topics and provide practical tips on the daily life of Berliners, from information on buying public transportation tickets to traffic rules.
Our multimedia content, comprising photos, videos, and texts, has been carefully synchronized with relevant music tracks to establish a deeper connection with our audience. The music strategy was crafted to appeal not only to travel enthusiasts but also music lovers, including travelers coming to Berlin to experience concerts and festivals.
In the Highlights section (saved Stories), the “Tagestipps” category offered daily excursion recommendations, highlighting Sylvia Schöneck’s authorship and active participation in the project. “Reposts” complemented the information in daily posts with additional photos, videos, and texts from other experts, creating connections with other influencers, tour guides, and photographers to expand information for our audience. Some of these Stories were saved in the Highlights titled “Reposts“.
Other highlights include “Berlin” with photos and tips about the city that didn’t appear in the timeline but complemented the posts; “Ich in Berlin” with photos of Sylvia in the city; “Press” with newspaper articles about Sylvia; and “2024” to welcome the new year that began during the project.
Results
We achieved satisfactory results due to the effective strategies we implemented, particularly noteworthy given that the project was executed with a zero-budget constraint.
The key figures are outlined below.
www.facebook.com/bestberlintour
October 6, 2023 – February 14, 2024
62 posts: 123 photos
While the Facebook account initially fell short of expectations, their perseverance proved crucial for Meta Business analyses, enabling continuous monitoring and analysis of data on Instagram and Facebook accounts. The consistent presence on Facebook effectively complemented the overall marketing strategy.
- TikTok
www.tiktok.com/@bestberlintours
December 15, 2023 – February 21, 2024
25 videos
Faced with challenges on Facebook, a TikTok account was launched on December 15, 2023, to publish produced videos, proving an immediate success with enthusiastic responses.
The TikTok account runs parallel to other platforms, complementing them to expand reach and interaction with the target audience.
Customer’s opinion
In addition to the metrics, the most significant result was our client’s satisfaction.
Ensuring customer satisfaction is one of the fundamental pillars of any project.
“Firstly, I would like to express my sincere thanks to Lydia.
Our Instagram account, filled with high-quality photos, music-enhanced videos, and posts about Berlin, truly impressed me and offered me, as a Berliner, a new perspective on my hometown.
Her pictures and videos are stunning, and her posts are both informative and entertaining.
Above all, I appreciate that she has not only created a social media presence for me but ultimately shared my passion for Berlin, evident in all her work.
This collaboration has not only expanded my outlook but has also led to gaining new customers due to increased visibility, keeping my work schedules consistently full.”
Sylvia Schöneck
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