Creative Director and
Brand Strategist
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PLAN International (Generation Project)
Date
2022
Type of project
Campaigns; Paid Media; Ads; Paid Traffic
Role
Manage the media plan, campaign schedule, budget, ad targeting, and implement the ad strategy by providing performance insights and optimization suggestions, as well as activating, monitoring, and reporting on campaign performance.
Results
Reach of over 230,000 people on Facebook/Instagram
Over 100,000 views on YouTube
Over 750,000 total impressions
Average cost per result of R$0.05
Engagement rate over 20%
Challenge
The campaign's goal was to reach two key audiences and increase visibility. Because the project was conducted in specific locations, it was important to balance both target audiences and segmentations to ensure we reached the desired audiences.
The Geração project was an initiative of Plan International Brazil that began with the aim of promoting financial education for young people in schools.
The campaign's objective was to raise awareness of the project, drive engagement, and increase content views, focusing on people at the educational institutions where it was being implemented and also on the families of the children benefiting from the program.
The work was carried out in partnership with the Ganda Lab Criativo agency, which was responsible for the account.
What was done
The adopted strategy was based on three main efforts:
1) Adapting to the campaign's target audience: Targeting the campaigns to education professionals in general and also to interests corresponding to parents of school-age children, aiming to reach families, in addition to interest-based targeting using keywords related to the topic.
2) Formats and delivery channels: Since the campaign materials were produced in both static and video graphic formats, we chose two main delivery channels: Facebook Ads and Google Ads, focusing on YouTube ads, to increase visibility and maximize the benefits of video content.
3) Strategic budget allocation: Considering the defined content formats, we chose to strategically allocate the majority of the budget to videos to maximize reach, as this content format has greater viral potential. The primary objective for static art was engagement, and the remainder of the budget was allocated to a campaign with varying creatives within it.
