Studio ToTheFullest
Turning Empathy into Action: The Organic Strategy That Doubled XENION’s Donations
25 Nov
/
12 min.
In the winter of 2024, amidst a flurry of year-end charity appeals, one campaign in Berlin stood out by igniting genuine emotion and community engagement – all without a single euro spent on ads. We partnered with XENION e.V., a nonprofit providing psychosocial support to refugees, to transform their annual Christmas fundraiser into an interactive movement. Centered on an original song and an intimate live concert, the “ZusammenWachsen” campaign (“Growing Together”) connected a cultural moment with a social cause – and in just four weeks, it more than doubled the previous year’s donations for XENION.
In the winter of 2024, amidst a flurry of year-end charity appeals, one campaign in Berlin stood out by igniting genuine emotion and community engagement – all without a single euro spent on ads. We partnered with XENION e.V., a nonprofit providing psychosocial support to refugees, to transform their annual Christmas fundraiser into an interactive movement. Centered on an original song and an intimate live concert, the “ZusammenWachsen” campaign (“Growing Together”) connected a cultural moment with a social cause – and in just four weeks, it more than doubled the previous year’s donations for XENION.
In the winter of 2024, amidst a flurry of year-end charity appeals, one campaign in Berlin stood out by igniting genuine emotion and community engagement – all without a single euro spent on ads. We partnered with XENION e.V., a nonprofit providing psychosocial support to refugees, to transform their annual Christmas fundraiser into an interactive movement. Centered on an original song and an intimate live concert, the “ZusammenWachsen” campaign (“Growing Together”) connected a cultural moment with a social cause – and in just four weeks, it more than doubled the previous year’s donations for XENION.
TL;DR – Impact Snapshot
€25,600+ donated in 4 weeks (2× YoY versus the 2023 Christmas campaign)
10.74% unique engagement rate on Instagram (≈4–5× above common nonprofit organic benchmarks)
5.54× contact frequency across the month (avg. exposures per reached user)
473% follower growth on Instagram (organically, no paid media)
~44,000 unique people reached on Instagram
0 € paid media budget – entirely organic
Context & Challenge
By late 2024, the public debate around refugees in Germany had hardened. XENION’s mission – supporting people who fled persecution and trauma – is critical but complex to communicate. Our challenge was to raise awareness and funds for this cause in a crowded holiday season, and to do it in a way that felt fresh, uplifting, and easy to engage with. Our solution: bring together music, storytelling, and a savvy social media strategy to turn empathy into action.
TL;DR – Impact Snapshot
€25,600+ donated in 4 weeks (2× YoY versus the 2023 Christmas campaign)
10.74% unique engagement rate on Instagram (≈4–5× above common nonprofit organic benchmarks)
5.54× contact frequency across the month (avg. exposures per reached user)
473% follower growth on Instagram (organically, no paid media)
~44,000 unique people reached on Instagram
0 € paid media budget – entirely organic
Context & Challenge
By late 2024, the public debate around refugees in Germany had hardened. XENION’s mission – supporting people who fled persecution and trauma – is critical but complex to communicate. Our challenge was to raise awareness and funds for this cause in a crowded holiday season, and to do it in a way that felt fresh, uplifting, and easy to engage with. Our solution: bring together music, storytelling, and a savvy social media strategy to turn empathy into action.
TL;DR – Impact Snapshot
€25,600+ donated in 4 weeks (2× YoY versus the 2023 Christmas campaign)
10.74% unique engagement rate on Instagram (≈4–5× above common nonprofit organic benchmarks)
5.54× contact frequency across the month (avg. exposures per reached user)
473% follower growth on Instagram (organically, no paid media)
~44,000 unique people reached on Instagram
0 € paid media budget – entirely organic
Context & Challenge
By late 2024, the public debate around refugees in Germany had hardened. XENION’s mission – supporting people who fled persecution and trauma – is critical but complex to communicate. Our challenge was to raise awareness and funds for this cause in a crowded holiday season, and to do it in a way that felt fresh, uplifting, and easy to engage with. Our solution: bring together music, storytelling, and a savvy social media strategy to turn empathy into action.
Music & Community as Catalysts
We knew that to break through the noise, the campaign needed an emotional hook. So we teamed up with the acclaimed indie band BUKAHARA – specifically band members Soufian Zoghlami and Max von Einem – to create a campaign anthem that would carry XENION’s message. The result was “Alleinland”, a soulful original song written for this campaign, giving voice to the loneliness and hope of the refugee experience. This song became the heart of our campaign, embodying the theme of ZusammenWachsen and making the cause feel personal and relatable.
Music & Community as Catalysts
We knew that to break through the noise, the campaign needed an emotional hook. So we teamed up with the acclaimed indie band BUKAHARA – specifically band members Soufian Zoghlami and Max von Einem – to create a campaign anthem that would carry XENION’s message. The result was “Alleinland”, a soulful original song written for this campaign, giving voice to the loneliness and hope of the refugee experience. This song became the heart of our campaign, embodying the theme of ZusammenWachsen and making the cause feel personal and relatable.
Music & Community as Catalysts
We knew that to break through the noise, the campaign needed an emotional hook. So we teamed up with the acclaimed indie band BUKAHARA – specifically band members Soufian Zoghlami and Max von Einem – to create a campaign anthem that would carry XENION’s message. The result was “Alleinland”, a soulful original song written for this campaign, giving voice to the loneliness and hope of the refugee experience. This song became the heart of our campaign, embodying the theme of ZusammenWachsen and making the cause feel personal and relatable.
To generate buzz, we planned an exclusive live event: a one-night-only acoustic release concert in Berlin’s iconic Berghain venue, where Soufian and Max would perform the new song live for the first time. Rather than a typical call for donations, our opening salvo on social media was a teaser post announcing a ticket giveaway for this special concert. Fans could enter by tagging a friend, which sparked an immediate viral effect – within hours, comments poured in as BUKAHARA’s followers tagged their friends in excitement. This contest mechanic tapped into people’s love for the band and live music, dramatically widening our reach as thousands heard about XENION for the first time through shared posts.
The concert itself, held mid-campaign, became a community celebration of the cause. Two talented rappers from XENION’s refugee youth project opened the show, setting an inspiring tone. When Soufian and Max took the stage, they not only played fan-favorite songs but also debuted “Alleinland” with the crowd singing along. Throughout the night, we shared live snippets and behind-the-scenes moments on Instagram Stories, making those who couldn’t attend feel included in the experience. By tying a real-world event to the campaign, we turned supporters into an active community – people weren’t just donating money, they were showing up (in person or online) to stand for refugee inclusion. This palpable energy around the concert fueled a surge of interest and goodwill that propelled the campaign forward.
To generate buzz, we planned an exclusive live event: a one-night-only acoustic release concert in Berlin’s iconic Berghain venue, where Soufian and Max would perform the new song live for the first time. Rather than a typical call for donations, our opening salvo on social media was a teaser post announcing a ticket giveaway for this special concert. Fans could enter by tagging a friend, which sparked an immediate viral effect – within hours, comments poured in as BUKAHARA’s followers tagged their friends in excitement. This contest mechanic tapped into people’s love for the band and live music, dramatically widening our reach as thousands heard about XENION for the first time through shared posts.
The concert itself, held mid-campaign, became a community celebration of the cause. Two talented rappers from XENION’s refugee youth project opened the show, setting an inspiring tone. When Soufian and Max took the stage, they not only played fan-favorite songs but also debuted “Alleinland” with the crowd singing along. Throughout the night, we shared live snippets and behind-the-scenes moments on Instagram Stories, making those who couldn’t attend feel included in the experience. By tying a real-world event to the campaign, we turned supporters into an active community – people weren’t just donating money, they were showing up (in person or online) to stand for refugee inclusion. This palpable energy around the concert fueled a surge of interest and goodwill that propelled the campaign forward.
To generate buzz, we planned an exclusive live event: a one-night-only acoustic release concert in Berlin’s iconic Berghain venue, where Soufian and Max would perform the new song live for the first time. Rather than a typical call for donations, our opening salvo on social media was a teaser post announcing a ticket giveaway for this special concert. Fans could enter by tagging a friend, which sparked an immediate viral effect – within hours, comments poured in as BUKAHARA’s followers tagged their friends in excitement. This contest mechanic tapped into people’s love for the band and live music, dramatically widening our reach as thousands heard about XENION for the first time through shared posts.
The concert itself, held mid-campaign, became a community celebration of the cause. Two talented rappers from XENION’s refugee youth project opened the show, setting an inspiring tone. When Soufian and Max took the stage, they not only played fan-favorite songs but also debuted “Alleinland” with the crowd singing along. Throughout the night, we shared live snippets and behind-the-scenes moments on Instagram Stories, making those who couldn’t attend feel included in the experience. By tying a real-world event to the campaign, we turned supporters into an active community – people weren’t just donating money, they were showing up (in person or online) to stand for refugee inclusion. This palpable energy around the concert fueled a surge of interest and goodwill that propelled the campaign forward.
Empathy through Storytelling & Education
Hooking the audience with music and an event was just the first step. To turn that excitement into lasting empathy and understanding, we wove in a steady stream of educational, story-driven content throughout the campaign. Each week, between the music teasers and the finale, followers encountered powerful yet accessible snippets that shed light on why XENION’s work matters.
One approach we took was sharing personal stories. In short, authentic video interviews, members of XENION’s team spoke about the challenges refugees face and the impact of psychosocial support. For example, one clip featured XENION’s director explaining why finding safety and solidarity is life-changing for those who have endured trauma. In another, a young Afghan woman named Shabnam – a XENION client – bravely recounted her journey fleeing Afghanistan and the hurdles she met upon arriving in Germany. These firsthand accounts, delivered in a warm, conversational tone (and even accompanied by friendly emoji subtitles on Instagram), helped viewers connect with the human side of refugee issues. The content was informative, but never dry – each story was about people, not statistics, fostering compassion and personal connection.
We also presented key facts and data in creative, relatable ways. To highlight the bigger picture of refugee mental health needs, we transformed statistics from a national report into an eye-catching “Spotify Wrapped” style video — a nod to the year’s trending format. Bright graphics and concise captions walked viewers through the number of refugees in therapy, the shortfall in funding, and other insights, all in under a minute. By adapting serious information into a familiar social media style, we made it easy for people to learn and share these facts. This low-threshold approach meant even followers who might normally skip over policy reports were engaged and came away more informed.
Empathy through Storytelling & Education
Hooking the audience with music and an event was just the first step. To turn that excitement into lasting empathy and understanding, we wove in a steady stream of educational, story-driven content throughout the campaign. Each week, between the music teasers and the finale, followers encountered powerful yet accessible snippets that shed light on why XENION’s work matters.
One approach we took was sharing personal stories. In short, authentic video interviews, members of XENION’s team spoke about the challenges refugees face and the impact of psychosocial support. For example, one clip featured XENION’s director explaining why finding safety and solidarity is life-changing for those who have endured trauma. In another, a young Afghan woman named Shabnam – a XENION client – bravely recounted her journey fleeing Afghanistan and the hurdles she met upon arriving in Germany. These firsthand accounts, delivered in a warm, conversational tone (and even accompanied by friendly emoji subtitles on Instagram), helped viewers connect with the human side of refugee issues. The content was informative, but never dry – each story was about people, not statistics, fostering compassion and personal connection.
We also presented key facts and data in creative, relatable ways. To highlight the bigger picture of refugee mental health needs, we transformed statistics from a national report into an eye-catching “Spotify Wrapped” style video — a nod to the year’s trending format. Bright graphics and concise captions walked viewers through the number of refugees in therapy, the shortfall in funding, and other insights, all in under a minute. By adapting serious information into a familiar social media style, we made it easy for people to learn and share these facts. This low-threshold approach meant even followers who might normally skip over policy reports were engaged and came away more informed.
Empathy through Storytelling & Education
Hooking the audience with music and an event was just the first step. To turn that excitement into lasting empathy and understanding, we wove in a steady stream of educational, story-driven content throughout the campaign. Each week, between the music teasers and the finale, followers encountered powerful yet accessible snippets that shed light on why XENION’s work matters.
One approach we took was sharing personal stories. In short, authentic video interviews, members of XENION’s team spoke about the challenges refugees face and the impact of psychosocial support. For example, one clip featured XENION’s director explaining why finding safety and solidarity is life-changing for those who have endured trauma. In another, a young Afghan woman named Shabnam – a XENION client – bravely recounted her journey fleeing Afghanistan and the hurdles she met upon arriving in Germany. These firsthand accounts, delivered in a warm, conversational tone (and even accompanied by friendly emoji subtitles on Instagram), helped viewers connect with the human side of refugee issues. The content was informative, but never dry – each story was about people, not statistics, fostering compassion and personal connection.
We also presented key facts and data in creative, relatable ways. To highlight the bigger picture of refugee mental health needs, we transformed statistics from a national report into an eye-catching “Spotify Wrapped” style video — a nod to the year’s trending format. Bright graphics and concise captions walked viewers through the number of refugees in therapy, the shortfall in funding, and other insights, all in under a minute. By adapting serious information into a familiar social media style, we made it easy for people to learn and share these facts. This low-threshold approach meant even followers who might normally skip over policy reports were engaged and came away more informed.
Crucially, we paired every emotional high with a call to reflect and act. After the hype of the concert giveaway, we followed up with posts about XENION’s mission. After sharing the joyous concert highlights, we released the heartfelt interviews and educational clips. The content cadence was carefully balanced: whenever we caught the audience’s attention with something exciting, we offered something meaningful to delve into next. And in each piece, we gently reminded viewers how they could help – by donating, spreading the word, or getting involved. This strategy kept the campaign from being just entertainment; it became a journey of awareness. By the time the final music video dropped, our audience understood the cause on a deeper level and felt the importance of the issue, making them far more likely to support it.
Crucially, we paired every emotional high with a call to reflect and act. After the hype of the concert giveaway, we followed up with posts about XENION’s mission. After sharing the joyous concert highlights, we released the heartfelt interviews and educational clips. The content cadence was carefully balanced: whenever we caught the audience’s attention with something exciting, we offered something meaningful to delve into next. And in each piece, we gently reminded viewers how they could help – by donating, spreading the word, or getting involved. This strategy kept the campaign from being just entertainment; it became a journey of awareness. By the time the final music video dropped, our audience understood the cause on a deeper level and felt the importance of the issue, making them far more likely to support it.
Crucially, we paired every emotional high with a call to reflect and act. After the hype of the concert giveaway, we followed up with posts about XENION’s mission. After sharing the joyous concert highlights, we released the heartfelt interviews and educational clips. The content cadence was carefully balanced: whenever we caught the audience’s attention with something exciting, we offered something meaningful to delve into next. And in each piece, we gently reminded viewers how they could help – by donating, spreading the word, or getting involved. This strategy kept the campaign from being just entertainment; it became a journey of awareness. By the time the final music video dropped, our audience understood the cause on a deeper level and felt the importance of the issue, making them far more likely to support it.
From Organic Buzz to Lasting Impact
By New Year’s, the results of the ZusammenWachsen campaign exceeded all expectations. What started as a grassroots idea blossomed into a multi-platform movement, showing how a smart organic strategy can rival big-budget campaigns. Here are some highlights of what we achieved, completely organically (zero paid ads):
€25,600+ donated in one month – over double the donations of XENION’s previous year-end campaign. (A telling milestone: within the first 9 hours of launch, we had already raised about 10% of last year’s entire campaign total, signaling an unprecedented surge in early support.)
~44,000 unique people reached on social media, through Instagram and Facebook alone. Many viewers had never heard of XENION before – we brought a new audience into the conversation about refugee support.
Engagement skyrocketed: More than 4,600 individuals actively engaged (liking, commenting, sharing, etc.), yielding an ~11% engagement rate among those reached. This is 4-5× higher than typical engagement for organic nonprofit campaigns, indicating that the content truly resonated. The community didn’t just watch; they responded, discussed, and spread the message.
Community growth: XENION’s follower base on Instagram grew by 473% in just four weeks, as hundreds of people who discovered the campaign decided to stick around. The band BUKAHARA’s social community also grew and showed strong support, underscoring a win-win collaboration: the cause gained visibility while the band deepened its social impact footprint.
Beyond the numbers, the sentiment was overwhelmingly positive – and deeply heartfelt. Comments streamed in praising the campaign’s message and creativity. In the end, what makes the ZusammenWachsen campaign special is how it combined entertainment with empathy to achieve real impact. We turned a song release into a storytelling vehicle, a concert into a community rally, and social media into a platform for education and action. All of this was done with a lean, agile approach – proving that with the right strategy, passion and creativity can outperform paid media.
For our studio, this project wasn’t just about hitting targets; it was a testament to our belief that strategy-led design and authentic content can spark genuine change. By meeting people where they are – scrolling through Instagram during the holidays – and giving them an experience that touched both heart and mind, we helped XENION forge new relationships with supporters that will last far beyond the campaign. Turning empathy into action was not just our tagline, but our lived experience: we saw thousands of strangers come together, moved by music and human stories, to support a cause of humanity.
This success story reinforces a powerful idea: even in a crowded media landscape, meaningful connections trump noise. When a campaign resonates on a human level, people listen, care, and respond. That’s the kind of impact we strive for in every project – and we couldn’t be prouder of the community that grew together around XENION’s mission.
Credits
Client: XENION, Vanessa Höse
Production: wtf GmbH
Concept / Director: Susanne Frericks
Social Media Strategy: Studio ToTheFullest
DOP: Sven Lützenkirchen
Set: Sonja Ilius-Hussong
Postproduction: btf GmbH
ColorGrading: WeFadeToGrey
Song: Soufian Zoghlami
From Organic Buzz to Lasting Impact
By New Year’s, the results of the ZusammenWachsen campaign exceeded all expectations. What started as a grassroots idea blossomed into a multi-platform movement, showing how a smart organic strategy can rival big-budget campaigns. Here are some highlights of what we achieved, completely organically (zero paid ads):
€25,600+ donated in one month – over double the donations of XENION’s previous year-end campaign. (A telling milestone: within the first 9 hours of launch, we had already raised about 10% of last year’s entire campaign total, signaling an unprecedented surge in early support.)
~44,000 unique people reached on social media, through Instagram and Facebook alone. Many viewers had never heard of XENION before – we brought a new audience into the conversation about refugee support.
Engagement skyrocketed: More than 4,600 individuals actively engaged (liking, commenting, sharing, etc.), yielding an ~11% engagement rate among those reached. This is 4-5× higher than typical engagement for organic nonprofit campaigns, indicating that the content truly resonated. The community didn’t just watch; they responded, discussed, and spread the message.
Community growth: XENION’s follower base on Instagram grew by 473% in just four weeks, as hundreds of people who discovered the campaign decided to stick around. The band BUKAHARA’s social community also grew and showed strong support, underscoring a win-win collaboration: the cause gained visibility while the band deepened its social impact footprint.
Beyond the numbers, the sentiment was overwhelmingly positive – and deeply heartfelt. Comments streamed in praising the campaign’s message and creativity. In the end, what makes the ZusammenWachsen campaign special is how it combined entertainment with empathy to achieve real impact. We turned a song release into a storytelling vehicle, a concert into a community rally, and social media into a platform for education and action. All of this was done with a lean, agile approach – proving that with the right strategy, passion and creativity can outperform paid media.
For our studio, this project wasn’t just about hitting targets; it was a testament to our belief that strategy-led design and authentic content can spark genuine change. By meeting people where they are – scrolling through Instagram during the holidays – and giving them an experience that touched both heart and mind, we helped XENION forge new relationships with supporters that will last far beyond the campaign. Turning empathy into action was not just our tagline, but our lived experience: we saw thousands of strangers come together, moved by music and human stories, to support a cause of humanity.
This success story reinforces a powerful idea: even in a crowded media landscape, meaningful connections trump noise. When a campaign resonates on a human level, people listen, care, and respond. That’s the kind of impact we strive for in every project – and we couldn’t be prouder of the community that grew together around XENION’s mission.
Credits
Client: XENION, Vanessa Höse
Production: wtf GmbH
Concept / Director: Susanne Frericks
Social Media Strategy: Studio ToTheFullest
DOP: Sven Lützenkirchen
Set: Sonja Ilius-Hussong
Postproduction: btf GmbH
ColorGrading: WeFadeToGrey
Song: Soufian Zoghlami
From Organic Buzz to Lasting Impact
By New Year’s, the results of the ZusammenWachsen campaign exceeded all expectations. What started as a grassroots idea blossomed into a multi-platform movement, showing how a smart organic strategy can rival big-budget campaigns. Here are some highlights of what we achieved, completely organically (zero paid ads):
€25,600+ donated in one month – over double the donations of XENION’s previous year-end campaign. (A telling milestone: within the first 9 hours of launch, we had already raised about 10% of last year’s entire campaign total, signaling an unprecedented surge in early support.)
~44,000 unique people reached on social media, through Instagram and Facebook alone. Many viewers had never heard of XENION before – we brought a new audience into the conversation about refugee support.
Engagement skyrocketed: More than 4,600 individuals actively engaged (liking, commenting, sharing, etc.), yielding an ~11% engagement rate among those reached. This is 4-5× higher than typical engagement for organic nonprofit campaigns, indicating that the content truly resonated. The community didn’t just watch; they responded, discussed, and spread the message.
Community growth: XENION’s follower base on Instagram grew by 473% in just four weeks, as hundreds of people who discovered the campaign decided to stick around. The band BUKAHARA’s social community also grew and showed strong support, underscoring a win-win collaboration: the cause gained visibility while the band deepened its social impact footprint.
Beyond the numbers, the sentiment was overwhelmingly positive – and deeply heartfelt. Comments streamed in praising the campaign’s message and creativity. In the end, what makes the ZusammenWachsen campaign special is how it combined entertainment with empathy to achieve real impact. We turned a song release into a storytelling vehicle, a concert into a community rally, and social media into a platform for education and action. All of this was done with a lean, agile approach – proving that with the right strategy, passion and creativity can outperform paid media.
For our studio, this project wasn’t just about hitting targets; it was a testament to our belief that strategy-led design and authentic content can spark genuine change. By meeting people where they are – scrolling through Instagram during the holidays – and giving them an experience that touched both heart and mind, we helped XENION forge new relationships with supporters that will last far beyond the campaign. Turning empathy into action was not just our tagline, but our lived experience: we saw thousands of strangers come together, moved by music and human stories, to support a cause of humanity.
This success story reinforces a powerful idea: even in a crowded media landscape, meaningful connections trump noise. When a campaign resonates on a human level, people listen, care, and respond. That’s the kind of impact we strive for in every project – and we couldn’t be prouder of the community that grew together around XENION’s mission.
Credits
Client: XENION, Vanessa Höse
Production: wtf GmbH
Concept / Director: Susanne Frericks
Social Media Strategy: Studio ToTheFullest
DOP: Sven Lützenkirchen
Set: Sonja Ilius-Hussong
Postproduction: btf GmbH
ColorGrading: WeFadeToGrey
Song: Soufian Zoghlami
Jonas Gruner, Founder Studio ToTheFullest
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