AIESEC

Results

+1000 Leads generated by Ad campaigns

Sales growth by 24%

35% of sales come from digital strategies
More than R$2,500 invested in ads with
return of +R$30,000
+45k reach on Facebook and +5k new followers
+20k views on Youtube

Challenge

Find a way to connect AIESEC with the young audience, mainly university students from the country's main colleges, adapting the brand's tone of voice to the characteristics and particularities of the country's culture. The objective was to promote volunteering experiences abroad in projects connected with the UN Sustainable Development Goals (SDGs).

AIESEC is the largest youth-led organization in the world recognized by UNESCO. Present in more than 120 countries, it carries out volunteer projects, experiences of international internships, professional practices, and initiatives in partnership with companies and other institutions to foster the development of leadership in young people.

I was finally responsible for the Marketing department at the Paraguay branch, the Sales and Operations leader at the Bolivia branch, and the Regional Marketing specialist at the Americas office. During these experiences, I executed online and offline strategies to enhance the organization's reach and promote experiences for young people interested in AIESEC's programs.

what was done

The strategy focused on 3 main aspects:

1) Diversification of content and distribution channels; We produce content for the Youtube, Facebook, Instagram, and Blog platforms, adapting according to the language and characteristics of each channel and with a content funnel that considers formats, periodicity and topics according to each stage of the purchase journey in order to educate the potential customer, engage them with the cause and break purchase objections.

2) Young and thought-provoking language: adapting Spanish according to the most used form in the country and its typical expressions, using photos with the flag, and creating a message of empowerment as the campaign tagline: "Paraguayos Protagonistas" in addition to producing storytelling content using the experiences of previous clients.

3) Presence in focus markets: We carry out data analysis and research with previous customers, where we detect where the potential audience was, and consumer behavior, and based on that we create the personas for each market segmentation and specific marketing actions focused on these markets through virtual efforts campaigns of communication in physical form within universities