Creative Director and
Brand Strategist
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AIESEC
Type of project
Marketing Strategy, Content, Sales, Social Media, Advertising, Campaigns
Date
2017 - 2020
Role
I was ultimately responsible for the Marketing department at the Paraguay branch, Sales and Operations leader at the Bolivia branch, and Regional Marketing Specialist at the Americas office. During these experiences, I implemented online and offline strategies to enhance the organization's reach and promote experiences for young people interested in AIESEC programs.
Results
+1,000 Leads generated by Ads campaigns
24% sales growth
35% of sales coming from digital strategies
Over R$2,500 invested in ads with
+R$30,000 return
+45,000 reach on Facebook and +5,000 new followers
+20,000 views on YouTube
Challenge
Finding a way to connect AIESEC with young people, especially university students from the country's top universities, adapting the brand's tone to the characteristics and unique characteristics of the country's culture. The goal was to promote volunteer experiences abroad in projects connected to the UN Sustainable Development Goals (SDGs).
AIESEC is the largest youth-led organization in the world recognized by UNESCO. Present in over 120 countries, it carries out volunteer projects, international internships, professional internships, and initiatives in partnership with companies and other institutions to foster leadership development in young people.
What was done
The strategy focused on three main aspects:
1) Diversification of content and distribution channels; we produced content for YouTube, Facebook, Instagram, and Blog platforms, adapting it according to the language and characteristics of each channel. We used a content funnel that considered formats, frequency, and topics according to each stage of the buying journey to educate potential customers, engage them with the cause, and overcome purchase objections.
2) Young and thought-provoking language: adapting Spanish to the country's most commonly used form and typical expressions, using photos with the flag and creating an empowering message as the campaign tagline: "Paraguayan Protagonists," in addition to producing storytelling content based on the experiences of previous clients.
3) Presence in target markets: We conducted data analysis and surveys with previous clients, identifying the potential audience and consumer behavior. Based on this, we created personas for each market segment and specific marketing actions focused on these markets through virtual campaigns and physical communication efforts within universities.
