Expanding Horizons: Marketing Strategies for Investigative Journalism in a Multi-Cultural Setting

Brief introduction and summary of the experience:
Elena Sergova, a public figure in Bulgaria, runs a lifestyle blog and documentary podcast on YouTube. She discovered the Erasmus for Young Entrepreneurs (EYE) program through a friend and saw Brussels—a diverse and multicultural hub—as the ideal location to gain new skills. Elena matched with Stefano Valentino, a seasoned investigative journalist, to broaden her marketing expertise and work on a project outside her creative industry comfort zone.

Stefano, who had previously hosted entrepreneurs through the program, recognized Elena’s experience as a marketer and influencer. He saw her as the right partner to develop innovative outreach strategies, particularly through LinkedIn, and to help promote his investigative reporting on greenwashing. Together, they aimed to strengthen Stefano’s network and enhance the visibility of critical journalism pieces.

Description of activities completed:
Throughout the exchange, Elena and Stefano collaborated closely to achieve several key objectives. Their main focus was to build a robust database of contacts in the NGO and media sectors who could amplify the investigative pieces. Elena played a pivotal role in creating and nurturing these relationships, using LinkedIn campaigns to “warm up” key figures for potential collaboration and sharing.

Additionally, Elena worked on developing shortened, engaging versions of the extensive greenwashing reports to publish on social media platforms. These concise adaptations aimed to attract attention to the issue while driving traffic to the full articles. She also created visuals to support the campaign and strengthen its impact.

The pair maintained regular weekly contact, with Elena liaising directly with the VoxEurop team via Slack to stay aligned with the project’s goals. This structured communication ensured Elena remained integrated into the overall campaign strategy.

Benefits of the project:
The exchange proved highly beneficial for both participants. Elena developed a stronger understanding of LinkedIn outreach strategies and learned how to effectively engage professional networks. This experience equipped her with the skills to operate within a rigorous, results-driven environment, expanding her abilities beyond the creative sector. She also gained insights into campaign structuring, visual storytelling, and relationship management—all of which will enhance her future entrepreneurial projects.

For Stefano, Elena’s contributions significantly expanded his professional network and visibility for the greenwashing campaign. Her fresh perspective as a marketer and influencer added value to his work and opened new pathways for reaching targeted audiences.

Elena’s connection with VoxEurop and its team established her as a trusted contact in Bulgaria, which could prove valuable for future collaborations. Both entrepreneurs agreed to maintain communication and explore potential opportunities for joint projects moving forward.

Future collaborations:
At present, no formal plans are in place due to the Erasmus program concluding in mid-summer. However, both participants expressed interest in staying in touch and collaborating on future campaigns where Elena’s marketing expertise could support Stefano’s investigative projects.

For more information, please contact the local contact points involved in the exchange:

New entrepreneur's contact point:
30 Svoboda Blvd., Plovdiv, 4004, Bulgaria

Host entrepreneur's contact point:
Avenue Hergé 7, 1060 Bruxelles, Belgium
Tel: +359 899 1515172