Deutschlandradio

Social Templates

To supply the social media channels with content, an extensive set of social media templates was created for all three stations, which the editorial team can use for independent communication. This resulted in Photoshop templates, including manuals and how-to guides. In addition, we supported the social media editorial teams with an onboarding session on using the new templates.

Alongside templates for daily use, we also created a follower campaign for Deutschlandfunk's Instagram channel.

Podcast Covers

A main focus of the work lay in the creation of new podcast covers. For this purpose, a dedicated illustration style was developed for selected highlight podcasts by Deutschlandfunk. Other covers were implemented photographically, which we oversaw from the initial idea through to realization, including the shooting of photo and motion picture material. In addition to podcast covers, episode covers were also created for selected podcasts.

Social Ads

In the course of the podcast releases, we designed, created, and executed extensive ad campaigns in coordination with a media agency. Animation and moving images played a major role in the social media distribution. However, more traditional advertising formats such as banners and display ads were also designed and implemented by us, based on platform-specific requirements. Usually, several variants were created, which ran against each other via A/B testing during the campaign period to ensure that the target group was addressed as comprehensively as possible.

For individual covers, elaborate photo and moving image productions were organized and supervised. These extended beyond the sheer production for the cover itself, right through to ad formats for social media content. They were implemented either illustratively or graphically on the one hand, and partly in collaboration with photographers and videographers from our creative network on the other.

Nova Rebrush

For Deutschlandfunk Nova, a comprehensive set of stickers was developed to assist the editorial team in implementing complex topics on social media. We also supported the graphical realignment of their social media appearance in collaboration with the social media editorial team. Among other things, this resulted in a visual language guideline and tips for image selection for the Instagram channel. Additionally, a custom preset was created to standardize the images.

Dlf Podcastfinder

Which podcast is right for me? This question is answered by the Dlf Podcastfinder, which we conceptualized, designed, and implemented together with the marketing department. The interactive tool bundles the most important podcasts from Deutschlandradio and gives users the opportunity to explore and find suitable podcasts.

Following the initial concept and design, we also accompanied the rebrush of the tool and the adaptation of its design to the new brand language of the program communication.

Accompanying the launch of the Dlf Podcastfinder, a cross-media campaign was developed to make the tool known throughout Germany. In addition to out-of-home motifs for billboards, touchpoints in public spaces were also utilized, and trade fair appearances such as for re:publica were implemented. Together with social ads, print ads, numerous digital ads for various platforms including social ads, display banners, giveaways, and exhibition stand media, high access numbers for the podcast tool were achieved.

As an extension for TikTok, reels were produced that introduce the tool in an authentic and native way. Here, we worked together with presenters from our creative network and cast suitable characters for the Podcastfinder. The focus was on current trends and appealing to a TikTok-savvy target group.