Vienna is acity for everyone.
Industry average for social media: 1 to 5%. At 13.8% average engagement rate, the campaign is far above the usual benchmark.
The City of Vienna wanted to communicate inclusion not as a slogan, but through real, personal stories. swype cast and briefed 8 creators with different perspectives — from athletes and content creators to people with lived inclusion experience — and produced content that worked equally well on TikTok and Instagram.
„One creator delivered over 60% of the entire campaign’s reach — with a consistently high engagement rate across multiple videos."
Engagement far above benchmark.
Industry average for public sector content on TikTok/Instagram: 3 to 5%. The campaign averaged 13.8%.
What swype delivered for the City of Vienna.
A sensitive topic like inclusion cannot carry slogan-style advertising language. swype set up the entire campaign strategically, selected creators with genuine lived experience, and produced content that resonates instead of lecturing — cross-platform on TikTok, Instagram, YouTube and Snapchat.
Concept & campaign strategy
Strategic foundation and tone of voice for an inclusive message beyond classic campaign language.
Creator casting
Casting 8 creators with different perspectives — sport, lifestyle, lived inclusion.
Script & briefing
Individual briefings for each creator, tailored to platform, format and personal story.
Video editing & post-production
Cut and platform adaptation for TikTok, Instagram, YouTube and Snapchat.
Cross-platform distribution
Targeted redistribution of successful videos to additional channels for maximum reach.
Reporting & learnings
Full performance reporting including platform breakdown and creator comparison.
Among the creators was also Nico Langmann, Austrian wheelchair tennis pro and inclusion ambassador, who reinforced the campaign with personal authenticity.
Cross-platform distribution
Successful content was deliberately redistributed to additional platforms such as YouTube and Snapchat to gain extra reach without new production.
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