Swedish Institute: Curators of Sweden

This case study describes how the Swedish Institute, a government agency which promotes Sweden internationally, grew awareness of the country by handing over its official Twitter account to a different citizen every week.

Swedish Institute: Curators of Sweden

Volontaire

Entry Information

Country where program ran: WorldwideProgram start date: 12/10/11Program end date: 01/01/15Advertiser/Client Name: Swedish institute/VisitSwedenProduct/Service Description: As the first country in the world, Sweden let go of an official communication channel and handed it over to its citizens. Every week, someone new is @sweden, sole ruler of the world's most democratic Twitter account.Category: Travel & Hospitality/Transportation (THT)

Strategy

Business problem

Being a small country with limited financial resources, we have to act smarter by creating relevant, newsworthy ideas that spread themselves globally...

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