Content Creation for Haspa's Social Media Channels: Relevant, Emotional, and with Lots of Local Color

Background and Challenge

Hamburger Sparkasse (Haspa) pursued the goal of not only being present in social media, but also being perceived as an approachable, locally rooted brand. To achieve this positioning on Facebook and Instagram, the goal was to deliver a steady stream of relevant, emotionally engaging content with a strong connection to Hamburg. Consistency, quality, and efficiency were key, along with ensuring that each post reached the right audience through smart media planning.

Approach and Realization

In close collaboration with Haspa, we created 15–20 custom-tailored social media posts each month for Facebook and Instagram. We picked up current events, seasonal occasions, and locally relevant topics – from neighborhood stories and event tips to social issues that resonate within the city. Our editorial process was agile and responsive, allowing us to adapt quickly to news and trends. In addition to content creation, we handled the entire media planning process, ensuring that every post was strategically timed and targeted to reach its intended audience.

Results

Through consistent, locally relevant social media communication, Haspa successfully positioned itself as a friendly and engaged part of the Hamburg community. The balanced mix of informative, entertaining, and emotionally driven content generated strong engagement and kept the brand top of mind among its followers. Thanks to targeted paid media distribution for selected posts, we were able to significantly increase reach and strengthen brand engagement over the long term.