To show the imminent danger of social media in the wrong hands, we made Adolf Hitler himself explain the right-wing social media state. Through a reworked version of the Nazi propaganda film “Triumph des Willens” we enabled Hitler to share his online strategy in an online video. Stating how he wants to attract and mobilize new followers in the future. We let Hitler mention the big social media platforms he wants to misuse – exactly on these we launched the film!

To show the imminent danger of social media in the wrong hands, we made Adolf Hitler himself explain the right-wing social media state. Through a reworked version of the Nazi propaganda film “Triumph des Willens” we enabled Hitler to share his online strategy in an online video. Stating how he wants to attract and mobilize new followers in the future. We drove traffic to the website gesichtzeigen.de.

We kicked off the campaign in the heart of Berlin’s political district presenting the film to journalists and influencers. Simultaneously we spread the film online by involving a network of 300,000 influencers.

Our campaign hit hearts everywhere and young influencers joined the fight against racism. Adolf’s online strategy became a relevant topic with more than 850,000 likes and 76 million contacts. Via earned media an equivalent of € 4.9 million was generated. Youtube stopped our video in 30 countries, but that didn’t stop us (from uploading the videos again and again, also on other platforms). We kept on going and generated a lot of attention. Even right-wing extremists spoke about us. But more important: so did the people who wanted to take a stand against racism. Attracting 550% more new members per month to “Gesicht Zeigen” than usual. After the campaign period of 4 weeks the rate decreased, but is still 100% higher than in the months before the campaign.