Magda Gad – World-class war coverage and interaction on Facebook.
2017 Finalist

Magda Gad – World-class war coverage and interaction on Facebook.

AB Kvällstidningen Expressen

Stockholm, Sweden

Category Social Media

Overview of this campaign

The main objective was to reach new audiences who would not normally engage with coverage about the war in Iraq, by using social media. Expressen’s Magda Gad, who is popular on social media, remained in Mosul, Iraq for five months and continued to report world-exclusive news about the war on ISIS.

Key objectives: 

  • To use Magda Gad’s style of engaging with her Facebook followers, in which she personally interacts with her audience, in order to initiate a new, more contemporary two-way communication kind of journalism, which allows the audience/readers to get answers directly from the reporter on location via Facebook. 
  • By using Facebook and the ongoing dialogue with Magda Gad’s followers to overcome the complications of war coverage and find a new way to communicate the situation in Iraq, thereby reaching a wider audience and contributing to greater understanding about the subject.
  • To expand Magda Gad’s audience entirely organically through her dedication to, and regular presence on Facebook. 
  • To use written articles and video coverage, as well as Facebook Live for Magda Gad’s reports.
  • To generate follower interaction on Expressen’s Facebook pages, both via linked articles and video footage. 


Results for this campaign


  • Magda Gad’s Expressen-branded page now has over 50,000 followers, which was achieved entirely organically.
  • Posts on her Facebook page usually reach more than 100,000 people and generate huge engagement rates through comments, shares and likes.
  • Magda Gad has achieved major success with her Facebook Live reports from Iraq, with more than 1,000 live viewers, 1,800 comments during live broadcasts and 60,000 views of the broadcast video. 
  • One video that was posted on Expressen’s Facebook page, and which was filmed in Iraq, reached over 1.5 million people and racked up 600,000 views.


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