Berge & Meer

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/ About the project

To support the strategic realignment of Berge & Meer on social media, we developed a detailed Social Media Playbook that serves as a central guide for all teams working on content creation, campaign planning, and channel management.

The playbook provides a unified, brand-consistent foundation to ensure efficiency in communication planning and effectiveness in execution across platforms like Instagram and Facebook. The approach focuses on two key objectives: strengthening the brand’s emotional connection with its community and establishing social media as a powerful advertising channel for awareness and conversion.

The structure follows the full funnel—Awareness, Conversion, and Loyalty—with clearly defined KPIs, content roles, and format strategies at each stage. Organic and paid content are both addressed, offering guidance for high-performing formats like Reels, Story Ads, Carousels, and Video Ads.

Designed for scalability, the playbook equips all stakeholders with tools to create engaging content for a 30+ target audience—building visibility, driving bookings, and fostering brand loyalty through meaningful interaction.

/ Concept

The creative concept is built around the brand’s core idea: “Reisen für Entdecker” – travel for explorers. This idea informs not only the messaging but also the content strategy, design principles, and storytelling formats across social media.

The visual identity introduces a modular design system based on five brand colors, adaptable across multiple formats like Reels, quote posts, testimonials, expert tips, and interactive formats like quizzes or “Deal Dienstag.” Video content begins with the distinctive “&” intro and follows precise composition rules to ensure clarity and brand recognition.

Content is organized into three pillars:

Educate – e.g., how-tos, guides, trends, and infographics
Inspire – e.g., quotes, travel stories, user reviews
Entertain – e.g., behind-the-scenes, memes, games, contests

With this structure, content becomes a tool to both engage and convert. The playbook also takes into account current platform trends like short vertical video (Reels, TikTok, Shorts), the growing demand for authenticity, and the professionalization of content creation.

The result is a consistent, emotional, and effective brand experience—one that reflects Berge & Meer’s spirit of discovery and invites users to become part of that journey.

/ Credits

Client:

Berge & Meer

Art Director:

Bastian Zimmermann

Designers:

Bastian Zimmermann

/ Year

2024