Turning citizens into digital ambassadors

How can cities and municipalities retain and attract citizens? We need to rethink how cities brand themself, and the most reliable promoters are the residents. 

The Challenge

Like many other municipalities in Denmark, Hedensted and the municipality’s 29 local communities seek to attract and retain citizens. Hedensted Municipality (Hedensted Kommune) wanted to rethink their brand strategy letting the citizens play an active role as co-narrators of the city’s branding on social media.

The Solution

We developed a strategy to enable and motivate the citizens of Hedensted to share stories about life in Hedensted on social media. The citizens know the area, the neighborhoods, the best places to eat and shop as well as the best schools, hospitals, etc. Their social media presence is more honest and trustworthy than commercials, and their postings become advertisements for the city. Today, hundreds of posts from citizens have been shared with the hashtag #hedenstederne on Instagram. Moreover, the citizens enjoy their role as local ambassadors. And what is more inspiring than real stories from real people? 



Maiken Hansen
+45 31 68 04 81



Jorcks Passage 1B, 4.
1162 Copenhagen K
+ 70 27 03 10

CVR. 30708075
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Pssst. It’s in Danish - sorry foreigners