The goal
EYCA, the European Youth Card Organization, launched a broad campaign called ”If you care, give a vote'” They received this assignment from the European Parliament, and we were one of the executing 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 thought about why or who they should vote for. Our solution was to link the campaign to topics that people encounter in their daily lives. We analyzed which topics interest young people and looked at which of those topics the European Parliament can actually influence.
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Our social story
Our first idea was to work with music artists, but we quickly realized they were somewhat hesitant to talk about politics. So we quickly changed our strategy and reached out to general influencers, who were still somewhat difficult to convince but more approachable. In the end, we collaborated with 10 influencers who matched the socially engaged profile.
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Results of the Influencer Campaign for the European Parliament
The general vote percentage went from 42.61% in the previous elections to 50.66% in these elections. Of course, our campaign was only a small help to achieve this success. On Instagram, with this campaign, we achieved approximately 4.4 million people and did we have about 142,000 engagements. On YouTube, we had about 4.43 million impressions and 29,000 clicks.
The overall voter turnout increased from 42.61% in the previous elections to 50.66% in this election. Of course, our campaign was just a small contribution to 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 country 29,000 clicks.
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