Social media campaign: 'Students #3'
Handelsblatt — Student Campaign on Instagram Stories
Year: 2021
Context: Digital campaign for Handelsblatt targeting students. Market research had shown untapped potential in this audience, particularly through Instagram Stories rather than traditional digital advertising formats.
My role: Creative Director. I led the creative direction of the campaign, defining the visual and narrative framework and guiding execution across formats.
Project type: Digital campaign · Social media advertising · Creative direction
Why this project existed
Market surveys revealed that Handelsblatt could significantly increase its reach among students by shifting focus toward platforms and formats native to their media habits. Instagram Stories emerged as the most effective channel to communicate relevance, accessibility, and value.
What I was responsible for
I was accountable for defining a campaign logic that could speak to a young, diverse audience while remaining clearly recognizable as Handelsblatt.
- Creative direction and campaign concept
- Adaptation of Handelsblatt’s visual identity for social-first formats
- Definition of a unified look across Story placements
- Guidance and review of design execution
A key decision that shaped the outcome
I chose a system that combines a consistent visual framework with flexible representation. One target audience, one recognizable look — but a deliberately diverse set of faces, situations, and messages to reflect the breadth of the student community.
What was delivered and why it mattered
Deliverables
- Instagram Stories campaign for a student subscription offer
- Visual system optimized for vertical, mobile-first consumption
Impact
- Increased relevance of Handelsblatt’s messaging for a younger audience
- Maintained brand authority while adapting tone and format
- Demonstrated how institutional brands can translate effectively into social platforms without dilution
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A human note
Designing for students required neither simplification nor compromise — only a shift in perspective. Meeting audiences where they are is often less about changing the message than about choosing the right format.
