The objective of the campaign was to generate the greatest potential of leads among students who will graduate from high school in 2021, offering them benefits in the form of scholarships based on their academic performance.
The challenges of this campaign included capturing the attention of recent high school graduates amid the backdrop of the Covid-19 pandemic, resulting in a lack of interest in college enrollment. In addition, it was necessary to segment the target audience with an emphasis on “good students” who would be eligible to apply for the scholarships offered.
