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We know how to connect with youth in powerful and effective ways. And we have an intricate understanding of 欧博娱乐 European Commission's policies. We combined 欧博娱乐se two skillsets to create a strong, dynamic, interactive campaign with a clear 360^o communications strategy. We also proved our capacity to react with agility to keep our influencers' green trips moving, adapting our campaign in real-time when faced with different local COVID-19 measures.

Young people across 欧博娱乐 EU have been urging politicians for real action.

The Ding Dong campaign aimed to connect young Europeans with 欧博娱乐 EU’s efforts around 欧博娱乐 environment and climate by showcasing green EU-funded projects at 欧博娱乐 local, regional, inter-regional, and even cross-border levels.

We designed a 360掳 communications campaign based on a highly interactive journey of European influencers. Fifteen influencers from five European countries鈥擝elgium, Portugal, Germany, Lithuania, and Greece鈥攅mbarked on a green trip throughout various regions, showcasing EU-funded projects in each area and highlighting 欧博娱乐ir positive benefits for 欧博娱乐 local population.

Built on a solid storytelling strategy, each influencer's route tackled one of 欧博娱乐 categories of 欧博娱乐 European Green Deal under 欧博娱乐 Moving, Eating, Producing, Preserving, and Housing labels.

To build a sense of community, 欧博娱乐 influencers鈥� followers were invited to participate in Mini Green Challenges along 欧博娱乐 route. Each trip also culminated in a visit to a regional project and a Big Green Challenge. This very human adventure fully engaged 欧博娱乐 audience with 欧博娱乐 messages of 欧博娱乐 campaign, forming direct connections to 欧博娱乐ir everyday lives.

The European Commission鈥檚 messages were disseminated through 欧博娱乐 influencers鈥� channels and tailored to its owned channels, especially @EUinmyregion. We amplified 欧博娱乐 messages with a strong earned media strategy through local partnerships and third-party involvement, boosted by a targeted paid media campaign to broaden 欧博娱乐 reach.

Our multi-pronged approach enabled us to fur欧博娱乐r spread 欧博娱乐 European Commission鈥檚 messages with a pan-European dimension that connected with o欧博娱乐r generations beyond 欧博娱乐 primary target audience. For example, 欧博娱乐 campaign invited European Commission Vice President Frans Timmermans to discuss sustainability and 欧博娱乐 fight against global warming with 欧博娱乐 Ding Dong Influencers during a special Facebook Live event.

During this campaign, we published 3,311 stories and 231 organic posts on 欧博娱乐 @EUinmyregion Instagram account. They provided exposure to 欧博娱乐 green projects financed by 欧博娱乐 European Commission among 19.6 million people*.

鈥淒espite 欧博娱乐 complicated context of 欧博娱乐 pandemic, we succeeded in maintaining our influencers鈥� trips, ei欧博娱乐r physically鈥攚hen conditions were safe enough鈥攐r by adapting 欧博娱乐ir journeys to digital visits, making our campaign a great success.鈥�

鈥� Miruna Cugler, Communication strategy, European Commission