The World's most democratic twitter account - enabling a dialogue with a country for 3 years and counting.

Challenge:

Sweden is known for IKEA and meatballs, blondes and snow. A lot of people confuse us with Switzerland. The Swedish institute's assignment is to promote Swedish values abroad, VisitSweden's is to attract foreigners to the country. Being a small country with half of the population of Greater London and small financial resources, we have to act smarter, creating relevant and newsworthy initiatives that spread organically without paid media.

Overall Objective:

Change the world's perception of Sweden by adding new perspectives and thus position Sweden as a progressive country. Prove the core values (open, authentic, innovative and caring) in action, rather than advertising.

Use the official @sweden twitter handle.

Specific Objectives:

- Create real interaction with individuals globally, i.e. triple reaction rate (mentions and retweets per tweet) from 40% to 120%.

- Reach journalists and multipliers globally and thus generate earned media ten times the investment - target US $ 1 million.

- Significantly increase the number of followers