#MyErasmusInternship - A campaign for a hard-to-reach target group
The EU Commission launched a campaign to strengthen the Erasmus program in education and training. As part of a competition, former Erasmus trainees shared their experiences to inspire others to become part of this initiative.

The challenge.
The target group consisted of German trainees who were able to work in foreign companies via Erasmus. The Erasmus program was widespread among university students, but still virtually unknown among trainees. Only a few companies offered this opportunity and participation was correspondingly low. This meant that participation in the competition was also limited to a very small target group.

• How do you effectively reach such a specific target group?
• Which communication channels are best suited for this?
• And how do you design the campaign so that it motivates people to take part?

The solution.
The key to the campaign's success was the cooperation with influencer and craftswoman Sandra Hunke. As a well-known figure both in the young crafts community and among numerous companies, she was able to effectively reach the hard-to-reach target group. This was complemented by precisely planned Instagram ads that ideally conveyed the campaign's message with appealing visuals and fresh captions.

The trip to Brussels as a competition prize brought additional momentum: Sandra Hunke took part and provided extra reach with authentic insights - a perfect conclusion to the campaign.