SWEDISH INSTITUTE Digital Curators of Sweden by Volontaire

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Curators of Sweden

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Industry Education
Media Digital, Interactive & Mobile
Market Sweden
Agency Volontaire
Released May 2012


London International Awards 2012
Digital Use of Social Media Bronze Winner

Credits & Description

Entrant: VOLONTAIRE, Stockholm
@sweden - "Curators of Sweden"
Visit Website: http://curatorsofsweden.com/jury/
Corporate Name of Client: Swedish Institute/
Client Account Directors: Frida Roberts/Maria Ziv
Agency: VOLONTAIRE , Stockholm
Description of the Project
CHALLENGE: Position Sweden as a progressive country. And put the core values (open, authentic, caring, innovative) into action. Develop an idea powerful enough to spread organically and globally. IDEA: Removing nation branding conventions, Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens. Ordinary Swedes are @sweden one week at a time. Week by week, tweet by tweet, the image of Sweden is built: dynamic, innovative and deeply human. RESULTS: The @sweden account has been active for the last three years and by Dec 10th 2011, the start date for “Curators of Sweden” it had 8 000+ followers. Six months later, we have more than 65,000 followers from 120 countries. Real interaction, thousands of conversations with a Klout Score above 77. Starting a new twitter movement, rotation curation, Inspiring 41 countries and cities to do the same. Featured in all major media globally for a PR value above $40,000,000.