Promotion of European Funds for Mazovia on YouTube

How to encourage viewers to be interested in the offer of European Funds in Mazovia? It is best to involve reach creators who — in a way characteristic of their channel — will show interesting places and projects created thanks to FE funding, additionally promote a catchy contest with prizes and prove that #FunduszeEUwTwoimZasiegu gives #RealneKorzyści.

Target

The main premise of the campaign was to promote places and projects created by companies and institutions that were co-financed by the European Funds for Mazovia. Among them are, among others, the Copernicus Science Center, the Polish Vodka Museum, the Warsaw Film School and Kross S.A. The materials were intended to present the many possibilities offered by the European Funds. The campaign was to reach 700,000 unique users.

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Realization

In other words, Matura To Bzdura, 7 meters underground, 20m2, Kamil in Travel, Urbex History and Luka are channels whose creators are committed to informing their audience about the opportunities offered by European Funds grants for Mazovia. Each of them used their own distinctive formats: the Matura To Bzdura channel published a street probe in which the knowledge of passers-by about the capital was checked, the creators of the Urbex History channel took viewers on a trip to an abandoned palace, and Kamil In Travel told about the breeding of greyhounds and presented an innovative project created thanks to European Funds. Influencers used their channels on YouTube, Facebook and Instagram to promote the contest, in which the task was to take a photo in a place that was co-financed by European Funds - of course in Mazovia.

Findings

All published material exceeded a total of 1 million views.

Half of them are views of videos on YouTube, among the rest are posts on Facebook, Instagram and Instagram Stories,

Each of the more than half a million views on YouTube lasted an average of 6 minutes (!) ,

The total viewing time of videos posted by influencers on YouTube was 6 years,

The materials on YT obtained 98% positive reactions,

Thanks to online publications, the community learned about several important places on the map of Mazovia, which benefited from the co-financing of European Funds.

The campaign was implemented by the agency Clickad Interactive Sp z o.o. on behalf of the Mazovian Unit for the Implementation of EU Programs.