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A peer-to-peer social media campaign in which young influencers became the face of the communication and passed on the message based on their own experience. By researching the target group, we found some of the most influential Danish YouTubers, who owns great trustworthiness among the young people and teamed up with Kristine Sloth (with 360,000+ followers) and Rasmus ‘Lakserytteren’ Kolbe (with 112,000+ followers). To ensure a communication strategy at eye level with the target group both influencers were invited to co-create the content and concept of the campaign. The goal of the campaign was to increase the awareness of rights for young part-time workers on the most popular social media platforms among the 15-20-year-old, including Snapchat, YouTube, Instagram and Facebook. Also the goal was to get the target group to sign up for a membership with HK so the organisation can support them in their jobs.
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The people with the most verified roles on HK projects