- 25 February 2023
How to increase awareness of the benefits of cohesion policy across Slovakia, reaching a maximum number of people through various media? This was the challenge met by the “Uplifting Positive Perception of EU Cohesion Policy through Advanced Technology and Personalization” project, managed by WAVEMAKER. The project aimed at raising awareness through an online, targeted advertising campaign running from September 2020 to July 2021.
The project aimed to make people in Slovakia realize how EU Cohesion policy improves their personal lives and the environment in which they live. By using innovative online programmatic platform and unique data obtained by initial qualitative and quantitative research, they targeted relevant demographic segments who shared similar views on EU Cohesion policy, but at the same time differed from the other segments with different views. They then created advertising using uniquely tailored messages to address their doubts about EU Cohesion policy. In the second phase of the campaign they raised awareness of EU funding beneficiaries in their local region, focussing on 50 different projects within 21 sub-regions.
The communication actions implemented as part of “Uplifting Positive Perception of EU Cohesion Policy through Advanced Technology and Personalization” were very popular. The figures speak for themselves:
- 24 million ad impressions
- 1 million people reached
- 13% uplift in positive perception of Cohesion Policy