Franco-German television network, Association Relative à la Télévision Européenne (ARTE), launched their “24h Jerusalem” international and multilingual campaign using Hootsuite with the aim to increase program viewership to 11.3 million views in 24-hours and enhance audience engagement. In this case study, discover how ARTE’s campaign not only increased engagement and viewership, but also created more collaborative, multilingual production houses.

1. CASE STUDY: ARTE TV NETWORK
CaseStudy:
ARTETVNetwork
Multilingual Team Collaboration
Roughly 40% of the European population actively engages on social media.
Driving innovation in this booming market, Franco-German TV network
ARTE uses Hootsuite to increase program viewership, streamline customer
inquiries, and collaborate among multilingual regional production sites
through social media.
#
people used the
#24hJerusalem
campaign hashtag
increase in
social reach
viewers in Germany and
France over the 24-hour
program
9,500 32%
Association Relative à la Télévision
Européenne (ARTE)
Based in Strasbourg, ARTE is a Franco-German television network that
promotes European programming focused on arts and culture. This
international joint venture is made up of the European Economic Interest
Grouping (G.E.I.E.) in Strasbourg and two production houses: ARTE France
in Paris and ARTE Deutschland in Baden-Baden, Germany.
11.3 Million

2. CASE STUDY: ARTE TV NETWORK
What They Did
ARTE’s social media objectives revolve around social marketing.
By empowering employees to engage freely online based on their
expertise, ARTE produces high-quality content that builds an ongoing
dialogue between journalists, customers, and the brand. One of their
biggest challenges is keeping everything on track with bilingual teams
in France and Germany. Although regional teams manage their own
channels, they must collaborate, strategize, organize, and secure social
media to remain cohesive and on-brand.
In February 2014, ARTE launched the “24h Jerusalem” campaign as
an experiment to see if their teams could collaborate to drive TV
viewership and increase audience engagement on social media. This
campaign was made up of an interactive platform (24hjerusalem.tv), a
24-hour long documentary on daily life in Jerusalem, a synchronized
second screen for audience engagement, and an international social
campaign managed through Hootsuite.
How They Did It
ARTE began promoting and creating buzz around the documentary and
campaign a month in advance of the program’s launch. They did this by
sharing daily geo-targeted Tweets and Facebook messages in multiple
languages, promoting Facebook ads, and amplifying the campaign
hashtag, #24hJerusalem, across social media. It was important to
amplify the hashtag in advance so that the live audience knew where
to connect and engage with other fans, journalists, and ARTE. The
documentary was also set-up with a second screen synchronization
to improve the experience—where the audience could follow the
#24hJerusalem hashtag to engage with the program’s community and
view other resources, such as Jerusalem maps and images, in real time.
ARTE relied on the following Hootsuite features:
‹‹ Teams: With 25 French and German team members in Hootsuite,
collaboration, assignments, and permissions are essential to
streamline listening and engagement.
‹‹ Hootsuite University: Journalists and employees with access to
social channels underwent proper training to learn best practices.
‹‹ Scheduler: With audiences in different time zones and an extensive
content calendar, scheduling content keeps communication
consistent and organized.
‹‹ Hashtag monitoring: Search streams to monitor hashtags and
keywords, such as #24hJerusalem, allow the team to oversee all
conversations.
“Our communications
can’t always go
through Strasbourg
headquarters, but we
need to oversee all
brand and campaign
communications.
Hootsuite fills
that need. We can
encourage our
employees to engage
with our audience
and collaborate
between French and
German teams, while
having control.”
Valentin Duboc, Head of Digital Marketing,
ARTE G.E.I.E.

3. CASE STUDY: ARTE TV NETWORK
‹‹ Multi-language capability: The ability to change the dashboard
language is essential for German- and French-speaking team
members to collaborate.
‹‹ Geo-targeting: Teams use geo-targeting to send social messages to
specific audiences in their respective languages.
‹‹ Analytics: By tagging social messages and using Custom URLs,
they track and monitor the campaign’s success through extensive
reporting.
The Results
“24h Jerusalem” was the first time ARTE used Hootsuite for a campaign
this large and complex. The results were outstanding: two Facebook
ads were seen by 2.5 million people, 24 social messages were seen by
1 million people (a 32% increase over regular Saturday performance),
and #24hJerusalem was trending across Germany on April 12th.
ARTE’s French and German production houses now collaborate in
Hootsuite on a daily basis. They’ve developed coordinated social
strategies for their regions by working together to build content
calendars and sharing their progress through analytic reports.
Because the entire organization is listening and engaging with
customers on social media, they’ve built up their social customer
service substantially. Having customer inquiries publicly available on
social media means that many customers find answers just by looking
online. This kind of accessibility is what customers are expecting from
brands more and more.
“We chose Hootsuite
because it’s
internationally
renowned for its
language capabilities,
it allows us to track
and report on our
impact, and we can
safely give everyone
in our organization
access to social.”
Jonas Schlatterbeck, Social Media
Manager, ARTE G.E.I.E..