Social media campaign successfully promoted the new DANOVA NEXT web app

Introduction

As part of the DANOVA NEXT project, a targeted and coordinated social media campaign was successfully implemented to promote the DANOVA NEXT web application and raise awareness of accessible and inclusive transport solutions across the Danube Region. The campaign represented a key dissemination activity, supporting the project’s broader objective of improving mobility for persons with disabilities through innovative digital services.

In today’s digital landscape, social media plays a crucial role in reaching diverse audiences in an accessible, timely and cost-effective way. Recognising this potential, the DANOVA NEXT social media campaign was designed as a joint transnational effort, primarily using Facebook and Instagram, with additional dissemination on LinkedIn to reach professional and institutional stakeholders. The campaign focused on presenting the DANOVA NEXT application as a practical and user-oriented tool that supports accessible transport planning and service provision.

A coordinated transnational effort

The campaign was centrally coordinated by the Croatian Union of Associations of Persons with Disabilities (SOIH), ensuring a consistent visual identity and aligned messaging across all partner countries. At the same time, all 16 project partners actively contributed by sharing campaign content through their own social media channels. This decentralised but coordinated approach enabled the campaign to reach both local and international audiences, building on partners’ existing networks and stakeholder communities.

In total, 85 social media posts were published by project partners during the campaign period. While the majority of partners shared content on both Facebook and Instagram, several also used LinkedIn to further increase visibility among decision-makers, transport authorities and professionals. In cases where partners operated only one social media platform, dissemination was adapted accordingly, ensuring that all partners contributed to the overall campaign reach.

1st post

Structured campaign timeline and content

The social media campaign followed a clearly defined timeline aligned with the rollout of the DANOVA NEXT application. Three core campaign posts were prepared and shared by partners:

Post 1 (3 December) announced the upcoming launch of the DANOVA NEXT application, aiming to generate initial interest and awareness.
Post 2 (9 December) marked the official launch of the application, informing audiences that the web app was live and ready to use.
Post 3 (16 December) encouraged continued engagement by inviting users to explore and actively use the application’s features.

To ensure recognisability and coherence, SOIH prepared common visual materials and texts that were distributed to all partners in advance. In addition to organic posts, partners supported the campaign with paid social media advertisements on Facebook and/or Instagram, significantly extending the reach beyond their existing follower base.

Strong reach and engagement across the region

The results of the social media campaign demonstrate its strong impact and effectiveness. Across all partners and platforms, the three campaign posts achieved a total of:

1,371 likes
289,928 views
240,045 reached users

The launch announcement post successfully built initial awareness, while the launch video post achieved particularly high engagement, confirming the effectiveness of short video formats. The third post, focused on encouraging continued use of the application, recorded the highest overall reach, indicating sustained interest in the DANOVA NEXT web app after its release.

2nd post

Supporting accessible and inclusive mobility

Overall, the DANOVA NEXT social media campaign successfully met its objectives. Through coordinated messaging, consistent visuals and active partner involvement, the campaign raised awareness of the DANOVA NEXT web application and highlighted its role in supporting accessible transport services for persons with disabilities.

The campaign also reinforced the transnational character of the project, demonstrating how joint online communication can amplify impact and contribute to shared goals across the Danube Region. As such, the social media campaign represents an important contribution to the DANOVA NEXT Communication Strategy and confirms the effectiveness of digital channels in promoting inclusive and innovative mobility solutions.