Crafting Campaign Personas: Targeting young European audiences in 2024
Demographics, Psychographics,
Platforms
Whatever the story, who you tell your story to, and how eager they become in experiencing the story on their platforms - will make all the difference.
Why Persona Profiles Matter
A well-crafted persona profile can make or break an awareness campaign.
We’re sharing our experience with you as to what important components you ought to pinpoint within your target demographic—what drives them, their needs, preferences, and challenges.
Real-world Examples
Erasmus Programme: Their successful outreach was largely attributable to precise persona profiles that captured the educational aspirations and cultural openness of European students.
EU Climate Pact: Tailored personas allowed for micro-targeted campaigns that effectively raised awareness of climate issues among young Europeans.
Constructing Persona Profiles
Demographics
Start by gathering data on age, location, and educational background. Consider:
Age range: 16-25
Geographical reach: EU Member States
Educational background: Secondary education, university students, young professionals
Psychographics
Examine attitudes, aspirations, and other psychological criteria. Understand:
Values: Sustainability, inclusion, democracy
Aspirations: Career growth, societal impact
Challenges: Unemployment, disinformation
Online Behaviour
Delve into where your audience spends time online and how they interact with content. This includes:
Preferred platforms: Instagram, Tik-Tok, Discord Servers, educational forums
Types of content: Video, articles, interactive polls
Engagement patterns: Comments, shares, likes
EU Context and Branding
Tailoring your campaign to resonate with EU norms, languages, and policies is pivotal. This involves:
Language Adaptability
Multilingual campaigns resonate more broadly. Utilise native languages but also include English as a lingua franca for broader EU communication.
Cultural Sensitivity
Embrace the diversity of the EU. Make sure your campaign respects and celebrates the different cultures, histories, and viewpoints within Europe.
Policy Relevance
Your content must align with EU policies. The more relevant your content is to current EU initiatives, the more traction it will gain.
In a nutshell…
…creating persona profiles is an essential first step in any campaign aimed at raising awareness among young people about EU policies.
Coupled with a well-crafted branding strategy, these profiles can provide a robust framework for engaging meaningfully with young audiences.
“Don’t Wait: The future is crafted by those who take action today. Seize this unparalleled opportunity to reshape how the European Union communicates its policies to the youth of today, the leaders of tomorrow.”
