over 2,700 registrations in 3 months

CHALLENGE

in a job market that still faces inequalities and barriers for minority groups, Representa SA emerged as a digital platform from Blend Edu, with a clear mission: to connect talent from these groups with job opportunities and professional development. however, launching a new platform and ensuring its adoption by candidates and companies is not a simple task. the challenge was set:

how to create an effective digital campaign to generate leads and, consequently, registrations within the platform?

SOLUTION

with a deep understanding of Representa SA’s purpose, our focus was to create a campaign that not only attracted attention but also clearly conveyed the platform’s message, with a view to conversion and product recognition.

on Instagram and Facebook, where interaction with different audiences is more dynamic, ads were created that highlighted the plurality of talents and the opportunities offered by Representa SA.

BLACK PEOPLE 👇

SEXUAL ORIENTATION AND GENDER  👇

RESULTS

in three months of campaigning, we obtained 2,729 registrations on the platform, representing 73% of all registrations made, with an average CPL of R$1.68.

it’s worth noting that the specific campaigns for the LGBTQIA+ audience performed very well, with the lowest cost per registration of all the segmentations [R$1.19], which demonstrates the effectiveness of personalizing messages.

As for Google Ads, the strategies were adjusted to reach a wider audience, focusing on generic keywords related to job vacancies. However, segmentation by minority groups, such as PCD and Black people, was also incorporated, presenting a slightly higher cost, but still within acceptable parameters.