Branding for The World Bank PR outreach focused on strengthening its public image, building awareness, and driving conversations around its initiatives. The campaign emphasized accessibility, trust, and impact — making The World Bank’s projects resonate more with digital-first audiences and policy-conscious communities.
Context
In an environment where global institutions need to connect beyond policy documents, we collaborated with The World Bank on a PR outreach campaign designed to amplify its presence on social platforms. The goal was to highlight its initiatives in a relatable, engaging manner, ensuring wider visibility and audience trust.
Details
Time Frame:
17 July 2024 – 24 July 2024
Role:
Digital PR Strategist, Campaign Creative Lead
Involvement:
PR Outreach, Social Media Amplification
Overview
The campaign strategy focused on taking complex institutional communication and translating it into simple, humanized content formats. By using storytelling, digital conversations, and creative PR activations, we aimed to make The World Bank’s outreach more engaging and culturally relevant.
Challenge
The main challenge was to break away from the perception of The World Bank as distant and overly technical. We needed to reframe communication in ways that sparked organic engagement and positioned the institution as approachable, transparent, and relatable.
Solution
We executed a PR-led content campaign leveraging trending social media formats and influencer voices. By partnering with niche content creators and tapping into topical moments, we developed engaging meme-driven narratives that simplified The World Bank’s messages while retaining credibility.
Custom conversations on Instagram and Twitter, along with meme formats and PR hooks, were designed to generate curiosity and engagement. Each piece of content strategically highlighted The World Bank’s initiatives while remaining shareable and audience-first.
Results
The campaign achieved a reach of over 9 M+ users, with strong engagement across policy, youth, and socially active communities. Conversations around The World Bank’s initiatives shifted from technical jargon to accessible storytelling, boosting digital trust and visibility.