Pan-European media strategy
Multilingual campaigns
Data-driven optimisation framework
The European Parliament, the only directly elected EU institution representing 450 million citizens, aims to ensure transparency and meaningful citizen engagement. Communicating diverse policies in 24 languages required a multilingual strategy, advanced media planning, and data-driven optimisation to achieve measurable impact.
Through a pan-European media buying strategy, the Parliament ran multiple multilingual campaigns across major digital platforms, raising awareness, promoting civic engagement, and reinforcing its role as a democratic institution.
The European Parliament is a cornerstone of democratic governance in the European Union. As the only directly elected EU institution, it provides a vital forum for political debate and decision-making at the European level.
Members of the European Parliament (MEPs) represent citizens from all Member States, shaping legislation and ensuring that other EU institutions operate transparently and democratically. Through its work, the Parliament brings the voices of over 450 million Europeans into the heart of EU policymaking.
Today, the Parliament acts as a co-legislator alongside the Council, sharing responsibility for legislation and the EU budget, supervising the European Commission and other EU bodies, and promoting democratic values and human rights. Its multilingual and multinational nature allows it to connect with citizens across the Union, reinforcing democratic legitimacy.
As the directly elected voice of EU citizens, the European Parliament is responsible not only for shaping legislation but also for ensuring that its work is visible, accessible, and understood. To achieve this, it invested in a pan-European digital media buying strategy distributing content in EU official languages.
This approach supports broader communication goals: raising awareness of parliamentary activities, promoting democratic participation, and engaging citizens across all 27 Member States. To implement this vision, the Parliament partnered with Cronos Europa to design and manage digital media campaigns that increase reach, visibility, and engagement across social media and the Parliament’s website.
Reaching a multilingual, multicultural audience requires linguistic expertise, strategic media planning, real-time optimisation, and a deep understanding of digital engagement. Cronos Europa worked closely with the Parliament’s Social media and Digital multipliers Unit to co-create a campaign management model rooted in transparency, agility, and performance.
Multilingual, multi-platform campaigns were deployed across Facebook, Instagram, YouTube, Google, and programmatic networks, supported by a custom forecasting and reporting tool enabling real-time monitoring, trend analysis, and dynamic budget adjustments. This data-driven framework ensures campaigns are flexible, aligned with priorities, and capable of delivering measurable impact at scale.
Over the past three years, this partnership has supported a wide range of pan-European campaigns, each designed to amplify the Parliament’s voice and connect with citizens in meaningful ways. These campaigns have helped raise awareness of legislative priorities, promote civic engagement, and reinforce the Parliament’s role as a democratic institution.
One of the most impactful initiatives was a series of social media activations that led to the 2024 European Elections campaign. With over 50 million Europeans identified as citizens who may not vote due to lack of awareness or forgetfulness, the Parliament launched a two-phase campaign to encourage participation. Cronos Europa supported the Social media and Digital multipliers Unit in designing and executing this effort across major digital platforms.
The results were significant: 290 million impressions, 8 million clicks, and 7 million video views. These figures reflect not only the scale of the campaign but also the effectiveness of the targeting, messaging, and optimisation strategy.
As the European Parliament continues to evolve its digital communication strategy, the foundations laid through this collaboration will remain essential. The tools, workflows, and insights developed over the past three years provide a strong basis for future campaigns, whether focused on elections, policy awareness, or citizen engagement.
This partnership has demonstrated the value of combining strategic media planning with real-time data analysis and agile execution. It also highlights the importance of multilingual, localised communication in reaching citizens across a diverse and dynamic Union.
Institutions looking to follow the European Parliament’s example in multilingual digital outreach can benefit from expert support in designing, managing, and optimising complex media campaigns.
Cronos Europa provides the strategic and technical expertise to bring these initiatives to life, always under the leadership and vision of the organisation itself.
