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Wikimedia Futures Lab/Dashboard/Experiment Tracker/Wikipedia Marketing Campaigns

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  • Experiment owner(s) - User:Pacita (WikiNYC), User:Alli Khalil, Julia Gebert (WMDE), User:Friederike vF(WMDE)
  • Experiment title: Wikipedia Brand Visibility for Millennials
  • Brief description of experiment: Increase Wikipedia visibility to bring more readers/contributors through marketing approaches targeted to millennials using digital media platforms and in-person activations.

We want to increase Visibility for Wikipedia in three regions (Germany, Arab region, USA) through short videos on Instagram. The content of the videos is WP Articles. To achieve visibility on Instagram, we need 2-3 videos per week. For a runtime of 2 months we calculated 20 videos. The creation of the videos will be supported by genAI tools. We will measure brand visibility and report the results at Wikimania 2026 (if accepted).

As a product that can be reused for the diverse Wikiverse, we will have our marketing process documented as a marketing template.

(we had more marketing ideas that I want to document here that they dont get lost: in digital - use the "Wiki" Button on Youtube; in analogue - secure banner advertising (at sports stadiums or at Times Square), highlighting the possibility to edit)

*Anticipated completion date:
1.) Marketing template created for the movement by March 30th,
2) create example social media videos for AB testing in 5 languages - April 1-15,
3) launch campaign - April 15th, end of campaign - June 15th
4) evaluation and documentation - June 16th- June 30th.

  • Link to a page where people can follow progress - TBD
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