Case Study: Goethe Institute inspires Gen Z to learn German with Grayling

Goethe Institute reaches 620k with Grayling’s Gen Z German-language campaign

The Goethe Institute faced the challenge of improving the image of the German language among Gen Z in Poland, as this audience did not see a connection between the language and their personal passions. They approached Grayling Poland for a public relations campaign to inspire teenagers to choose to learn German.

Grayling launched the "Language of Your Passion" campaign, a multi-faceted initiative featuring an educational website, social media channels, influencer partnerships, and out-of-home advertising. A key activation involved rebranding a major Gen Z media outlet for a day. This solution successfully reached a massive audience, generating over 1.3 million TikTok views and winning a prestigious award, effectively changing perceptions of the German language.

Goethe Institute