The goal
EYCA, the European Youth Card Organization, launched a broad campaign called ”If you care, cast a vote.” They received this assignment from the European Parliament, and we were one of the implementing partners. We supported this campaign in two ways: with an Instagram influencer campaign and a YouTube ad campaign.
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The biggest challenge for this project was how to convey a complex political story to a young audience. The target group may not have given much thought to why or who they should vote for. Our solution was to link the campaign to issues that people encounter in their daily lives. We analyzed which topics interest young people and identified which of those issues the European Parliament can actually influence.
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Our social story
Our initial plan was to work with musicians, but we soon realized they were somewhat reluctant to discuss politics. So we quickly adjusted our strategy and reached out to general influencers, who were still somewhat hard to convince but more open to the idea. In the end, we partnered with 10 influencers who fit the socially engaged profile.
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Results of the Influencer Campaign for the European Parliament
The overall voter turnout rose from 42.61% in the previous elections to 50.66% in these elections. Of course, our campaign played only a small part in this success. On Instagram, this campaign reached approximately 4.4 million people and generated about 142,000 engagements. On YouTube, we had about 4.43 million impressions and 29,000 clicks.
Overall voter turnout increased from 42.61% in the previous election to 50.66% in this election. Of course, our campaign was just a small part of this success. On Instagram, the campaign reached approximately 4.4 million people and generated about 142,000 engagements. On YouTube, there were roughly 4.43 million impressions and 29,000 clicks.
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