- DG INTPA, which is responsible for managing international partnerships between the European Union and partners outside its borders, called for a campaign to humanise the EU and make a meaningful connection between its ambitions and achievements on the international stage and the everyday concerns and aspirations of its audiences.
- To achieve this goal, mc Group proposed and executed a four-pillar campaign based on key attitudes and behaviours of the target audience. These pillars were the digital-first approach, networking with the world, national buzz PR activities, and influencer engagement and interaction with partners.
- To host the campaign content and encourage interaction between users, mc Group also created a metaverse where the target audience could interact with each other and consume engaging content. The mc Group produced four short films on key campaign themes such as pandemic response, education, climate change and digitalisation. In addition, mc Group organised art installations in the main cities of the seven target countries, which can also be seen as 3D artworks on the platform, and established contact with the media to draw general attention to the campaign activities. In parallel, mc Group partnered with influencers in the seven target countries to create organic content and increase the campaign’s reach, while creating content for DG INTPA’s own social media channels. mc Group also organised three events during the campaign to engage the target audience on the topics they were interested in: two small events consisting of conversations with influencers and the protagonists of the short films about the key themes of the campaign, and one large event that included a performance by an artist.
- As the Global Gateway not only offered the possibility to host the campaign’s content but also enabled interaction between users, three events were organised to bring the target group interested in the campaign’s core topics closer together and to create an additional incentive for the target group to enter the metaverse.
- 18-35 year olds neutral towards the EU
- Destination countries: France, Germany, Spain, Italy, Denmark, Romania, Estonia
- Achieved a 17.9% increase in landing page visitors compared to the target, with a total of 149,753 visitors.
- Successfully generated a total of 10,872 actions on the landing page, surpassing the target by 73.7%.
- Exceeded the target number of pageviews on the landing page by 38.1%, with a total of 187,478 pageviews.
- Successfully increased the number of clicks on the Facebook and Instagram ads in Denmark by 328.5% compared to the target, with a total of 11,389 clicks.
- Achieved a reach of 1,820,660 in Denmark, surpassing the target by 58.6%.
- Successfully generated a total of 4,204 clicks on the OOH digital screens networks in “Others,” surpassing the target by 241.9%.
- Achieved a total of 10,505 visitors from Romania to the landing page, meeting the target.
- Successfully generated a total of 312 actions on the landing page from Denmark, meeting the target.
- Achieved a total of 33,510 visitors from France to the landing page, meeting the target.
