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EUROPEAN ELECTIONS 2019 CAMPAIGN REPORT EPLO Athens September 2018 - May 2019

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EUROPEAN ELECTIONS 2019 CAMPAIGN REPORT EPLO Athens September 2018 - May 2019 This was an extraordinary year not only because of the European Elections 2019, but also due to the well-known unforeseen turbulent situation the EPLO Athens had to face. This led to a reshuffle of tasks assigned to EPLO officials and to the original campaign strategy being redesigned. It is worth mentioning that, in light of these developments, the strategic decision was taken to delocalise the campaign regarding both Air Game and Ground Game. We pursued synergies with the EDICs, local authorities and pro-European partners/ stakeholders. For every informative session, media seminar or TTIV event, we also organised a media tour, thus multiplying our presence in the region each time. The results of our efforts justified our choice in terms of media coverage, citizens’ mobilisation and an overall revamp of EPLO's image in Greece. The elections turnout was 58,76%, slightly below 2014 -in absolute numbers 21.232 less voters, however quite satisfying, given the fact that due to the economic crisis, circa half a million Greeks are estimated to have migrated the past five years. Turnout and results in EE2019, Greece - Source: Ministry of interior 1 | P a g e PILLARS MEDIA From September 2018 to May 2019 there was a clear -and often enormous- increase of media interest about the Elections, the legislative work and the role of the EP. This was translated in numbers on one hand and in a positive coverage of our work on the other hand, not only in Athens but also, and more importantly, in literally every corner of our country. The reinforcement of our media team with one press officer and one trainee definitely played a significant role in achieving this impressive outcome. Plenaries/Seminars Invitations to Strasbourg 2018-2019: 144 journalists The increase of plenary’s media coverage is visible in every month’s review with the unprecedented record of September 2018 (SOTEU, Tsipras FoE debate) with 2.344 press clippings. The selection of new and more specialised journalists for our central seminars created an increased and of higher quality media coverage. Regional seminars, along with a media tour boosted our appearance in local and regional media as well as their interest in European Elections and the EU in general. It is worth mentioning that all high-level products and events exceeded our forecasts in terms of media interest and coverage. ThisTimeI’mVoting media launch Thessaloniki 51 press clippings in total, 13 in AV media, 5 in print and 33 in online media 13 interviews of the Press Officer: 4 live interviews 3 radio, 1 TV and 9 recorded 2 | P a g e 100 days event Covered by both national and regional media of all types -especially AV, highlighting the importance of the vote and the growing support of the TTIV volunteers to the campaign. Indicatively: extensive videos by RISE TV (youth TV/web TV station -Watch here the full reportage), AMNA (the national news agency), two state TV stations, several radio stations. RISE TV video on 100 days event at EPLO premises Media covering the 100 days event at EPLO premises 3 | P a g e Presidential Debate Full streaming: 2 national TV stations (with panels and comments before and after) 6 national core online media 6 non-core/regional online media Full streaming ERT1 Public TV Full streaming news247.gr Watch here the full debate and discussion on the studio on VOULI TV 4 | P a g e Mentions: 125 in core national TV and radio 30 in core print media 45 in core online media 60 in non-core online media (national and local/regional) SKAI TV (prime time news bulletin - 46:17) OPEN TV (prime time news bulletin - 47:44) TO VIMA_print_19.05.19 protothema.gr_online_15.05.19 5 | P a g e MEDIA BUYING / SOCIAL MEDIA BUYING A. Media buying - CYF spot After consulting with the Greek national team, the decision was taken to proceed to media buying with the central Framework Contract with Havas Media. The Greek branch brought to the table an excellent, solid and resourceful media plan. In parallel, we used our media relations to expand the free transmission of CYF spot and create a buzz in online media. Focused on 3 target groups and more specifically to the 17-24 (est. 986.000 people in Greece), the numbers fully justify this strategy. During the launch days: more than 32 press clippings in total (11 in AV, 2 in print and 19 in online media) from EARNED media Programmatic and native ads: approx. 45 sites and Spotify (media buying via HAVAS) In total: 206 cinema rooms, 3.240 spots in the three biggest cities in Greece- Athens, Thessaloniki, Patras, approx. 253.000 admissions (media buying via HAVAS). 1.384 times our radio spot was on air : 965 spots in the top 5 radio stations in Attica region (tot.est. : 1.012.000 listeners, majority our 3 key target groups 15-24, students, professionals) (media buying via HAVAS) 419 spots for free through the local and regional radios reproducing their programme. ΝΟΤΕ: reg. radios don't air central commercial breaks during the program reproduction. HAVAS made a special deal for our spot, by exception. Our negotiations led to placing the 30’’ subtitled video FOR FREE at the monitors of the central intercity bus station in Athens and at the monitors at the gates of Athens International Airport (AIA), as well as an election’s ad in their respective magazines. (If print paid, est. cost: more than 18.000€. For AIA, no cost. est. since commercial spots are not allowed to be placed in the gates monitors -it was a first!) The TV version received the permission from the National RadioTelevision Council to be broadcasted as a social message. TV channels (10 countrywide, 7 in Attica region/pay TV) played it FOR FREE for 13 days (13/05-25/05) (targ. group coverage: 53%, no of spots: 515, if paid, est. cost: 160.000€). Frontpage on 25.04.2019 at core online news site zougla.gr 6 | P a g e B. Social media buying On the last two weeks before the elections, the social media final push was orchestrated in Facebook, Instagram and Youtube, using the Central Framework Contract with SocialLab, for 13 days (14-26/05). Paid promotion [by SocialLab]: Themes and Concepts: ‘This time I’m voting’ (TTIV) and ‘Choose your future’ (CYF). Audience: TTIV: 18-35 years old Interest targeting – 9 topics (Erasmus, Plastics, LBGTI, Rights, Passenger rights, Food & well-being, Research & Technology, Pet passport and Space-Gallileo satellite) CYF: • 35-55 years old (no additional criteria for YouTube) • Demographics: parents • Interests: parenting, pregnancy etc. Totals and Average Rates: Link clicks: 22.868 CTR: 0.50% CPC: 1.86 Most successful ad placed on Facebook & Instagram: TTIV - topic: LGBTI rights 7 | P a g e Most successful Instagram Story ad: TTIV 8 | P a g e SOCIAL MEDIA The reorganisation of the Social Media / Ground Game team, along with the addition of one contract agent and one trainee gave a fresh approach and an added value to the EPLO’s social media campaign. Hundreds of images, video and links were published through the Athens EPLO accounts, as well as the ones of our partners and our volunteers. In order to spread the central message, we used various multipliers, as well as paid promotion. All these efforts were demonstrated in the EL section of the live blog during the election period. Organic content: Types: Images, links and videos, Live videos, Cross-posted videos and Event Pages on Facebook Images, videos, stories and IGTV videos on Instagram Tweets, live videos, threads and moments on Twitter Videos on YouTube LinkedIn post (by the central EP profile) 9 | P a g e This content is comprised of: videos and images from the EP central social media team, content related to our TTIV events (promotion, real time and post-event), videos and articles created by the media (especially the ones that received the EE19 media grants) content created by the EC Rep and the EDICs in Greece user generated content from EPAS students and our volunteers (The amount of user-generated content was particularly large due to a social media content competition amongst our volunteers. Volunteers were competing in teams, by creating high quality content, in order to win the management of the volunteers Facebook Group and the social media accounts of EPS in Greece.) stakeholders and influencers that decided to voluntarily partner up with the campaign (eg. famous writer Petros Markaris, Greece’s most followed YouTuber - Mikeius -, Greek rapper - Ypohthonios -, Athens’ graffiti artist community that supported - Yiakou - the artist who created a mural for EU elections, the Hellenic Federation of Enterprises, the Greek League for Women’s Rights and more). Highlights: FACEBOOK: Feb. - May: total impressions by 250 FB posts: 6.808.542; organic: 1.296.449. Average weekly engagement increased by 14 times Average weekly reach increased by 44 times! Most successful post (in terms of organic reach): 10 | P a g e TWITTER: EU elections related Tweets: over half a million impressions Average monthly impressions 10 times higher as of February. Most successful post (in terms of organic impressions): INSTAGRAM: Mostly real-time Instagram stories Doubled our fans Gathered around half a million impressions in total. Engagement rate higher than the other 2 channels with comments and messages on Instagram far more positive. Most successful post (in terms of organic reach & engagement): 11 | P a g e GROUND GAME The Ground Game was one of the many elements of this election campaign that were implemented for the first time.
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