FACEBOOK by Strawberryfrog Brazil for Universidade Anhembi Morumbi

FACEBOOK

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Industry Colleges, Universities & Education Centers
Media Promo & PR
Market Brazil
Agency Strawberryfrog Brazil
Copywriter Leopoldo Azevedo
Released April 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: ANHEMBI MORUMBI UNIVERSITY
Product/Service: EDUCATION
Agency: STRAWBERRYFROG BRAZIL
Date of First Appearance: Apr 10 2010
Entrant Company: STRAWBERRYFROG BRAZIL, São Paulo, BRAZIL
CCO: Alexandre Peralta (StrawberryFrog Brazil)
Copywriter: Leopoldo Azevedo (StrawberryFrog Brazil)
Art director: Hugo Lopes (StrawberryFrog Brazil)
Digital Planner: Carlos Felipe Carreira (StrawberryFrog Brazil)
Media VP: Jairo Soares (StrawberryFrog Brazil)
Media Director: Adriana Joyce (StrawberryFrog Brazil)
Account Director: Rodrigo Castro (StrawberryFrog Brazil)
Planner: Patricia De Luca (StrawberryFrog Brazil)
Planner: Cristina Freire (StrawberryFrog Brazil)
Head of Digital: Felipe Medina (StrawberryFrog Brazil)
Media placement: Internet - Facebook - 04/10/2010

Describe the objective of the promotion.
To offer an efficient enrollment channel pertinent to the target public: connected young people who prefer to spend more time on social networks than using the telephone or going out personally.

Describe how the promotion developed from concept to implementation.
Participants could enroll for the Anhembi Morumbi entrance exams for a lower fee, because the more fans the page had, the lower the enrollment cost - thus increasing participants' interest in the growth of the page. They could even contribute to this by indicating it to their contact lists.

Explain why the method of promotion was most relevant to the product or service.
One of the resources used for implementation was that all those who enrolled would have information about the Anhembi Morumbi courses published on their notice boards, as well as being able to indicate it to other people in their contact lists.

Describe the success of the promotion with both client and consumer including some quantifiable results.
These efforts ensured, for the first time, a significant increase in actual enrollments via internet. Compared to the traditional channel (telephone and reception counter) where enrollment is free, the number of enrollments between the latter and the internet channel was identical (50% each), whereas before this implementation, the ratio was estimated at 80% for the traditional channel and 20% for internet.