U2P : the voice of artisans

MISSION

At the end of 2021, with the Chambers of Trades and Crafts elections approaching — a crucial representativeness opportunity for U2P (which represents 1.5 million artisans) — the organisation engaged an agency to define a communication strategy to secure U2P’s victory in these elections.
Context: coming out of the pandemic, artisans were in distress and felt abandoned, after a 30% drop in activity in 2020.
The request: define a communication strategy to enable U2P to win the elections to the Chambers of Trades and Crafts.

Strategic approach

We proposed building the communication around a core label: THE VOICE OF ARTISANS, as a “Trojan horse” for U2P.

Build the communication around a core label — THE VOICE OF ARTISANS — acting as a Trojan horse for U2P.

Actions implemented

• Media campaign
• Media relations
• Social media activation