Committee UNICEF Switzerland & Liechtenstein
Background and Objectives
UNICEF Switzerland & Liechtenstein (UNICEF) is one of a total of 33 national UNICEF committees. UNICEF’s primary goal is to support the implementation of the children’s rights. Due to the intensive use of social media by children and adolescents, their activities in the virtual world are of interest to UNICEF as well. The objective was the identification of young Swiss influencers and the in-depth analysis of their social media activities.
Approach
Young Swiss influencers were identified by analysing a wide range of social media accounts with the highest reach on popular platforms (e.g., Instagram, TikTok, YouTube). Descriptive analysis of different metrics such as the number of channels, reach, addressed topics, activities, and interactions with followers were performed. As part of the Swiss Digital Days, selected top influencers were invited to the panel discussion organised by UNICEF.
Customer Statement
“The exciting findings from the influencer study have helped us to better understand the opinions and behaviours on social media of young Swiss people. Due to the enormous reach of the young influencers, they have a significant influence on their community and are often opinion leaders and role models at the same time. Through the elaborate and comprehensive procedure of identification and analysis, we identified 54 young people who have a significant influence on the discussions online. After 2019, Academic Alpha AG has already conducted this study for the second time. Academic Alpha AG has a high level of proven expertise in this topic and in influencer marketing in general. Our specific need for the identification and analysis of Swiss influencers under 21 years of age could be optimally fulfilled with the development of customised and innovative solutions. The panel discussion on the Swiss Digital Days was a complete success once again.”
Marc Uricher
Head of Digital & Media and Member of the Executive Board
UNICEF Schweiz & Liechtenstein