Students from the Bachelor’s program in Corporate Communication developed innovative social media campaigns for the target market Asia in a business field project with the Global Incubator Network Austria (GIN).
In the summer semester 2025, the sixth-semester students of the English-taught Bachelor’s program in Corporate Communication at FHWien der WKW were assigned to create social media campaigns to target international startups in a business field project with GIN. The platform connects Austrian and Asian startups, investors, and incubators. Its mission is to foster innovation within Austria while helping startups expand globally.
Social Media campaigns for GO AUSTRIA
The project’s objective was to promote GIN’s GO AUSTRIA program to international startups in selected target regions. Each student team analyized two of the six key markets – Hong Kong, Japan, Singapore, South Korea, Mainland China and Israel, delivering strategic business insights and cultural background information that led to strong conceptual communications strategies. From podcasts to the implementation of AI, to creative and memorable slogans, and well-thought-out, cohesive marketing mix ideas, the proposed strategies were not only innovative but also aligned with GIN’s existing brand image.
Throughout the whole project, the students received guidance from the coaches Leyla Tavernaro-Haidarian and Heidi Hauer. Lectures in storytelling, budgeting and law completed the coachings.
Confident Pitch to the GIN management
Despite facing tough questions from the client panel Jan Arpe, Christoph Pekarek, and Henry Lembacher, the students demonstrated confidence, professionalism, and a clear grasp of the subject matter. Jan Arpe, Program Manager of GO AUSTRIA (GIN), commented:
“It was truly great to see the development of each team – from the first briefing to the mid-term presentation, and now to the final pitch. We were impressed by the diversity and creativity of the campaigns. We would love to explore ways of integrating some ideas into our own marketing mix.”
Through industry collaborations such as the business field project, FHWien der WKW fosters practical, real-world experience, allowing students to apply the theory they have learned in practice.