This paper describes the submission of team EURECOM at SemEval-2024 Task 4: Mul-tilingual Detection of Persuasion Techniques in Memes. We only tackled the first sub-task, consisting of detecting 20 named persuasion techniques in the textual content of memes. We trained multiple BERT-based models (BERT, RoBERTa, BERT pre-trained on harmful de-tection) using different losses (Cross Entropy, Binary Cross Entropy, Focal Loss and a custom-made hierarchical loss). The best results were obtained by leveraging the hierarchical nature of the data, by outputting ancestor classes and with a hierarchical loss. Our final submission consist of an ensembling of our top-3 best mod-els for each persuasion techniques. We obtain hierarchical F1 scores of 0.655 (English), 0.345 (Bulgarian), 0.442 (North Macedonian) and 0.177 (Arabic) on the test set.