Ikarus wanted to transform its social media presence from a small local language school account into a recognizable Vienna-based education brand that could consistently attract new students through organic content.
The client’s goal was not just to grow followers, but to increase qualified inquiries, improve local visibility in Vienna, and position Ikarus as one of the most culturally relevant German schools for internationals living in Austria.
We identified a major opportunity for Ikarus to dominate a niche almost no language schools were owning properly: culturally-native, entertainment-driven German learning content specifically tailored to life in Vienna.
Over 3 months, we rebuilt and executed a social-first content system focused on virality, consistency, and cultural relevance, while keeping the brand recognizable and performance-driven.
Key actions we executed:
1. Rebuilding the social strategy around virality
Shifted the entire content direction toward high-retention, shareable formats built for Instagram performance. Focused on stronger hooks, faster pacing, recognizable formats, and content designed to increase organic reach, shares, saves, and profile visits.
2. Producing recognizable vertical video formats
Handled creative direction and production of high-quality vertical content in-house. Built recurring video categories and recognizable content formats that strengthened brand identity, improved audience familiarity, and created consistency across platforms.
3. Jumping into cultural moments immediately
Actively entered trending conversations, viral formats, and local cultural moments as they happened. From trending audios and meme formats to Austria-specific discussions and internet trends, we adapted the brand voice into reactive content designed to feel native to the feed – not delayed or corporate.
4. Building collaborations
Partnered with one of the largest English-speaking communities in Austria to expand reach and attract high-quality leads through relevant audience overlap.
5. Maintaining daily activity
Maintained continuous content activity with no long gaps in posting, helping sustain momentum, visibility, and algorithmic performance.
