Burson-Marsteller

Online campaign for the Spanish Presidency of the EU

Client work • 2nd June 2010

Timeframe

December 2009 – February 2010

Markets and practices involved

Digital and Public Affairs practices from Spain, Brussels, United Kingdom, France and Germany.

Brief

Increase positive visibility of the EU Presidency online. The overriding and ultimate goal for the Spanish Presidency is to leave a lasting impression, and to be considered a success. The campaign had to ensure that all necessary preparations were in place for the beginning of the Presidency from an online perspective, create www.habalmosdeeuropa.es as a reference, and start a proactive messaging and communications campaign online throughout the launch of the presidency using online and social media.

Strategy & Implementation

Create a centrally coordinated online communications plan with a central strategy, adapted and tailored to each specific market. The plan included:

• Blogger mapping and relationship programme
• Official Facebook and Twitter profiles designed and managed under the heading “Hablamos de Europa” (“Talking about Europe”)
• Social media monitoring
• Online crisis management procedures guidelines
• Dynamization of the official website (e.g. picture contest on Facebook)
• Participation in online forums
  

Results

• 300 bloggers in Europe contacted
• More than 700 followers during the first few weeks after launching “Talking about Europe”
• The digital presence of the SEUE and their areas of interest have increased by 60% after programme launch.

Images

---