Governments

From Berlin to Brussels to Guatemala, a shared idea became measurable impact. The EU-funded action campaign “El Poder de &” shows how communication can cross borders when it matters most. Organized by mc Group, the campaign reached over 1.08 million people and generated nearly 2 million video views, empowering people through collaboration, storytelling and local voices—turning their stories into meaningful engagement across platforms and beyond borders.

On the fourth floor of our office in  Wassergasse, the Berlin TV Tower dominates the skyline. Inside, between flickering screens, back-to-back calls and looming deadlines, someone clicks “send.” The message begins its journey—through cables, servers and across time zones. Five hours later, it will be read thousands of kilometers away in Guatemala City. There, our colleague has just returned from a trip and is seeing, for the first time, what we have achieved together. 

The message contains the results of the first wave of an EU-funded project. Metrics on reach and clicks that, for us, are far more than statistics: they are the tangible outcome of months of joint work and the expression of a collaboration that stretches from Berlin to Brussels to Guatemala.

The first wave focused on climate action. Its impact is now visible in feeds, conversations and decisions. Like the climate it seeks to protect, communication moves across city limits and continental borders alike. It connects perspectives, realities and people who are working toward the same goal in very different places. That is why, for this campaign, we went deep into the jungle together with local influencers. 

With the launch of “El Poder de &,” this ambition became measurable: 

• 1.08 million people reached 

• more than 2 million impressions 

• 356,000 interactions 

• 6,702 link clicks 

• nearly 2 million video views 

Video proved to be the strongest driver. More than 767,000 video plays and over 26,000 ThruPlays on Meta alone show how powerful visual storytelling can be when it is built on authentic voices. The campaign concept video led with nearly 488,000 views, followed closely by features with Nissa Cuéllar and Otto Colorado Cruz. 

By expanding to YouTube and Google, we were able to scale visibility even further. Hundreds of thousands of additional impressions within a short period confirmed what we see across many projects: reach grows when content and platform strategy work hand in hand. 

Organic formats also performed strongly. Influencer collaborations and Instagram Stories—without additional media spend—generated meaningful engagement, offering clear evidence of the power of credible, community-driven content.