Learn German - Wort der Woche

The Goethe-Institut is Germany’s cultural institute, with 158 offices in 98 countries. Its core mission is to promote access to the German language and culture abroad through German courses, exams, educational resources, and international exchange programmes. The Learn German initiative, comprising digital resources, content, and projects, was developed to make German language learning more accessible and compelling. In turn, driving enrolments for both virtual and classroom-based courses.

Wort der Woche (“Word of the Week”), led by the Goethe-Institut’s DigiLab, was part of this effort. Inspired by the trending 'explainer-style’ format, weekly social media content was published, presenting German learners with a new word or phrase. To create a dynamic and memorable learning experience, the content was designed to be timely, lighthearted and visually compelling.

Production, editorial, and communications lead

(January 2022 - December 2024)

In January 2022, I was promoted to the Goethe-Institut’s DigiLab team to oversee the production and distribution of digital content across Northwest Europe. Since Wort der Woche was managed and produced by the DigiLab, I played a pivotal role in delivering the project. As the only native English speaker in the team, I was responsible for editing, translating, and ensuring clarity of content for our English-speaking audience.

Each week, I researched and curated vocabulary themes inspired by cultural events and current affairs, designed visual materials in Canva optimised for Instagram, Facebook, and X, and prepared social media packs for distribution via our weekly newsletter. I also published content directly on the Goethe-Institut London’s channels, ensuring consistent and timely delivery of engaging materials that supported the wider goal of promoting German language learning.

As manager of the Goethe-Institut London’s social media platforms, I regularly utilised data analytics tools such as Webtrekk and Meta Business Suite to evaluate the effectiveness of content in relation to project objectives and audience demographics. Every week, I presented my insights in DigiLab meetings and leveraged them to make informed decisions to shape future content and strategies.