EU Delegation to Ghana
International Development
Strategic Communications
Partners for Skills and Jobs
The EU Delegation to Ghana needed a social media campaign that would shift how young Ghanaians aged 18 to 35 perceive the EU-Ghana partnership away from an abstract institutional relationship and towards something tangible: skills development, job creation, and employment opportunities funded through EU-Ghana collaboration.
The challenge was not simply awareness. Young Ghanaians are active digital users but sceptical of institutional communications that feel distant from their lived realities. The campaign needed to reach them in the spaces they already occupy, in a voice they would engage with, and with stories – real beneficiary testimonials and concrete project outcomes that would connect the EU’s investment to recognisable Ghanaian ambition.
Mech Consult and Ecorys jointly developed the campaign strategy: conducting a detailed mapping of 14 EU-funded skills and employment projects in Ghana, developing the campaign concept and messaging framework, identifying and engaging influencers, producing content across four platforms, and managing the full execution from launch through reporting.
What We Did
Mech Consult developed the campaign strategy, content calendar, captions, and all social media flyers, and co-produced the campaign video. The strategy was built around three beneficiary success stories drawn from EU-funded programmes, including the Pact for Skills, Boosting Green Employment and Enterprise (GrEEn), and the Sustainable Livelihoods Project, translating institutional investment into individual human narratives.
Four influencers were identified, contracted, and managed: Ameyaw Debrah, Fancy Gadam, Caleb Kudah, and Ayigbe Edem. Content was calibrated by platform — short-form video and infographics for Instagram and Facebook, live discussion and polls for X, and professional thought leadership for LinkedIn. Paid social media ads supported organic content on Facebook, Instagram, X, and LinkedIn.
Campaign hashtags #EUGhanaFuture, #EUGhanaSkills, #Youth&Skills, and #BuildingGhanaTogether were used consistently across all platforms and influencer content to build a unified campaign identity across four digital channels.
The Outcome
The campaign’s indicators consistently outperformed benchmarks. Weekly organic engagements averaged 917 against a target of 500. Influencer engagements reached 2,700 — 80 per cent above the 1,500 target. Influencer impressions reached 45.8k, exceeding the target of 40k. The overall engagement rate of 6.8 per cent outperformed the Ghana social media average of 5.5 per cent, and the 62 per cent video completion rate exceeded the 50 per cent industry benchmark. Audience sentiment was 85 per cent positive. Follower growth of 3.2 per cent outpaced comparable campaigns.
Ameyaw Debrah alone drove 40 per cent of EUD website traffic through CTAs in his posts. Fancy Gadam’s green skills content saw 65 per cent audience engagement with the #EUGhanaFuture hashtag. Influencer collaborations accounted for 45 per cent of total impressions and 55 per cent of all engagements, validating the influencer strategy as the campaign’s most efficient channel.
The two-week election-period pause directly affected reach and impression totals. Audience reach of 469.7k and post impressions of 262k fell short of the 2 million and 300k targets, respectively. Those shortfalls are directly attributable to the lost campaign window.
