Bureau International Jeunesse (BIJ)

The BIJ enlisted our services to implement a campaign promoting their annual DiscoverEU program to 18-year-olds in French-speaking Belgium. The goal of the campaign was to increase the number of participants in a contest offering Interrail passes worth €300.

Our work was structured around several key areas : a public relations campaign, creative campaigns distributed on social media, and a comprehensive digital audit.

To reach young people and spread the contest among their networks, we implemented a tailored media campaign. We specifically targeted general-interest media outlets that are followed both by young people themselves and by their families and friends.

Our results included a Belga newswire release, TV reports on Tipik and On n’est pas des pigeons, articles in print and online media such as Sudinfo, Guido, Le Vif Week-end, DH.be, Paris Match, as well as radio appearances on stations like Radio Contact and Fun Radio.

We developed a content strategy tailored to the target audience, specifically using the language and codes familiar to 18-year-olds : the main argument and key eligibility criterion for the contest. For the campaign concept, we focused on a clear and impactful message, which was adapted into various formats.

The campaign ran across the BIJ’s social media channels and significantly boosted the number of young participants in the contest, reaching over 87,000 unique accounts.

We completed our mission by conducting a digital audit to assess all communication channels of the BIJ. Beyond an in-depth analysis of their social media, website, editorial content, and visual communication, we also provided concrete recommendations for the BIJ team.