Harnessing the Power of Influencers: Key takeaways for your campaigns

Campaigning for a successful European Citizens’ Initiative requires key elements, including an effective strategy and meticulous planning. More recent initiatives also illustrate the power of a strategic use of influencers. These influencers, also called VIPs or multipliers (politicians, celebrities, athletes etc), have emerged as a powerful multiplier instrument for ECI campaigns. Because they have large platforms and massive followings, they have the ability to amplify messages, engage wider audiences, and mobilise support. Understanding the importance of influencers is crucial.

However, ECI organisers must also make certain investments in reaching out to them, creating an interest for them, and to incorporating them into the campaign while maintaining the integrity of the initiative. Overcoming those challenges has become an important part of maximising the chances of success, which is why we sought insights from four experienced campaigners who shared their expertise on this matter.

In a workshop held at the ECI Day on 8 June 2023, Democracy International invited four organisers to share valuable insights on leveraging influencers in European Citizens’ Initiative campaigns. This workshop featured the experiences of four organisers representing different ECIs:  

• Attila Dabis – National Regions ('Cohesion policy for the equality of the regions and sustainability of the regional cultures')
• Virginia Fiume – Carbon Pricing
• Christian Hempel – Stop Finning - Stop the Trade
• Olga Kikou – End the Cage Age

They provided guidance on effectively using influencers, useful for both current and future organisers.

Through the collective experiences of the organisers, certain elements emerged as key considerations in managing a European Citizens’ Initiative campaign. These key takeaways represent just a small part of the different ideas and practices the organisers shared. They include: the regionalisation of the campaign, the diversification of languages used (especially to lower the reliance on English), the provision of materials for influencers, and the unification of the strategy through logos and slogans, while still allowing some personalisation.

To effectively represent the shared knowledge, these main points and different concrete experiences have been included in a mind map. This map helps to highlight and distinguish common themes (in brown) and individual strategies and experiences (in other colours depending on the initiative).

To further explore the involvement of influencers in ECI campaigns, we will now delve into three key points organisers need to consider: how to recruit influencers, how to use influencers, what result can be expected. These different points are based on the different experiences and tips shared by the organisers. 

How to Recruit Influencers

Before even diving into recruiting influencers, it is crucial to establish a clear strategy that answers key questions such as ‘What do I want to achieve?”, “How can I accomplish it?”, and “What can influencers contribute?”. These guiding questions will help shape a well-constructed campaign strategy.

Different experiences from initiative campaigners reveal divergent opinions on influencers’ recruitment. Some did not have specific criteria for recruiting influencers and did not base their selection on the initiative topic. On the other hand, some found it more effective to approach influencers who were already receptive to their message, especially when dealing with topics that may be more complex to communicate on. However, speakers agreed on how important it is to engage regional and local influencers, in addition to national and international ones. For that reason, organisers would better regionalise their campaign, and work closely with local campaigners, or campaign “sherpas”.

Finally, to recruit influencers various techniques can be employed. Often, these processes are one way, from the organisers to the influencers, but some also decided to use individuals or influencers to recruit others. Through email templates, anyone can contribute to the collective effort. Individuals themselves can influence and multiply the impact of the campaign.

How to Use Influencers?

Once influencers have been recruited and have agreed to participate in the campaign, their impact can be significant. By leveraging influencers, the campaign can reach a broader audience, and the use of catchy slogans and influential figures can have a large impact (e.g., “Cage Fighter” sign for Pamela Anderson in the ‘End the Cage Age’ campaign). Even at a smaller scale, influential figures from local or regional communities can be utilized to tap into local pride and engagement to foster active participation.

It is important to remember that influencers are external entities, separate from the organisers' group. They are independent agents who need to align with the campaign’s goals and messaging. Since influencers are often busy individuals with limited time, it is essential to break down complex topics into easily understandable messages, beginning with the name of the initiative. Prior to collaboration, providing a briefing and some materials can be beneficial to inform influencers about the different aspect of the project.

Furthermore, it is crucial to consider diverse approaches when it comes to amplifying the campaign’s message. Any medium can be used as a multiplier, and the key is to embrace diversity. Whether it is civil society organisations, mayors, politicians, or celebrities, the important factor is to use what works best for the campaign. Significant buildings, or key dates, such as Earth Day, can be used to promote an ECI campaign. But also, once the conversation has started, it is important to continue interacting with the audience through likes, comments, shares, and re-shares is essential to keep the momentum.

What Impact Should Be Expected?

Using influencers can be a cost-effective solution, whether they are celebrities, mayors, or other influential figures. However, it is important not to underestimate the work involved in leveraging influencers effectively. For example, the organisers of the Stop Finning ECI contacted over 1400 potential multipliers, with a success rate of 12%, resulting in around 160 influencers posting on social media. It can be a complex process, but the results can be significant. In the case of the Carbon Pricing campaign, a single story from a rapper helped gather over 10,000 signatures in just one day.

It is important to experiment and adapt based on what works best for each campaign. Leveraging influencers, multipliers, VIPs not only helps gather signatures but also has a greater impact in raising awareness about the specific initiative and the European Citizens’ Initiative as a tool.

Final Outtakes 

To conclude, we must not forget the overall importance of the influencers on the European Citizens’ Initiative as an instrument of citizens’ participation. Virginia Fiume, organiser of the Carbon Pricing initiative, highlighted that influencers can be used as a way to break free from the “echo chamber” effect. By involving influencers in ECI campaigns, there is a greater potential for raising awareness among the general public and bridging the gap between those familiar with the tool and those who are not. The inclusion of influencers can contribute to a more inclusive and accessible engagement with ECIs, ultimately empowering citizens in actively shaping the European agenda.