10 Lessons I Learned from the "1 Million Answers to 'What's Your Purpose?'" Campaign

1. Start with a Strong Core Concept

I learned that everything starts with creating a clear and well-defined concept, accompanied by messages that reflect exactly what we want to convey. This was essential to maintain coherence throughout all phases of the campaign.

2. Test and Adjust Whenever Necessary

Testing messages with target audiences was a critical step. In my case, I did this with CFOs and adjusted as needed to ensure the message was clear and well-received.

3. Be Flexible with Deadlines

Not everything has to be perfect from the start. I’ve found that being flexible and taking advantage of last-minute opportunities to showcase content can yield even better results.

4. Divide the Campaign into Phases

I coordinated the launch of activities in stages. I realized that trying to launch everything at once can be confusing and difficult to manage. Focusing on the cohesion and performance of each channel individually yielded better results.

5. Engage Customers Authentically

Instead of focusing on products, I asked customers to share their professional experiences. This generated more authentic engagement and implicitly connected the audience to our message.

6. Explore Partnerships with Associations

Working with associations has been helpful in endorsing the work. Even though they are not the main channels, they add credibility and expand the campaign’s reach.

7. Prepare for Localization Challenges

Each country has its own particularities. I have learned that delays and adjustments are inevitable in multicultural projects, but being prepared for these situations makes all the difference.

8. Track Results with Reports

Constantly monitoring performance data was essential. Detailed reporting allowed me to adjust strategies over time and ensure we were on the right track.

9. Create Banners that Arouse Curiosity

I realized that banners need to go beyond the obvious. Messages that arouse curiosity and speak directly to the public are essential to attract clicks and engagement.

10. Invest in Quality Video Production

Video is a powerful language, but it requires dedication. Producing high-quality materials takes time and resources, but the impact it generates is worth the effort.

Looking back at the campaign results and seeing that we reached over 1 million people on social media gives me a huge sense of accomplishment. Every lesson learned was essential to building a solid and impactful strategy. I hope these insights inspire you to think about how to structure your own campaigns with purpose and creativity.

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