Sophie Scholl was an iconic German resistance fighter against the Nazi regime.

The project “I am Sophie Scholl” from German public broadcasters SWR and BR

lifts the young student from history books to the present.

A fictional Instagram account allows us to take part in the last 10 months of her live.

This innovative format aims to bring history to younger audiences.

The promotion campaign launched May, the 9th. 2021, the day of Sophie Scholl´s 100th birthday.

The idea/ aim of the campaign was to make Sophie more tangible through picture

and video ads in feed and story form.

The paid campaign, lasting one month generated 10 million impressions, 4.85 million

video replays and more than 450 000 clicks on the ads for the Instagram channel.

More than half of the users are between 16 and 24 years of age.

This social media approach exceeded our expectations by far. Already in May the channel

reached over 900 000 followers of which 70% were under 34 years old.

The successful social media campaign has brought high visibility to SWR and BR and

offers them means to deliver historical contents to younger audience groups.