The goal
EYCA, the European Youth Card Organization has launched a broad campaign called "If you care, give a voice. They got that mandate 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 with a YouTube ad campaign.
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The big challenge for this project was how to tell a complex political story to a young audience. The target audience may not have thought about why and for whom they would vote. Our solution was to make a link to a topic that people deal with in their daily lives. We analyzed which topics interest young people and looked at which of those topics the European Parliament could change.
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Our social story
Our first idea was to work with music artists, but we quickly noticed that they are a bit reluctant to talk about politics. So we quickly changed our strategy and contacted general influencers, who were still difficult to convince, but a bit more accessible. We ended up working with 10 influencers who met the socially engaged profile.
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The results of the influencer campaign for the European Parliament
The overall vote percentage went from 42.61% in the previous election to 50.66% in this election. Of course, our campaign was only a small help in achieving this success. On Instagram, we reached about 4.4 million people with this campaign and had about 142,000 engagements. On YouTube, we had about 4.43 million impressions and 29,000 clicks.
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