This event, which concluded on December 6, 2024, gave students enrolled in the Digital Marketing course as part of the Bachelor’s Degree in Marketing and Business Management and the Bachelor’s Degree in Digital Business the opportunity to apply their knowledge to a real-world campaign designed to have a positive impact on the community and put their skills to the test in the face of a concrete challenge.
A project with a cause: the Jubilar High School
The main challenge for the students was to develop a campaign on the Meta platform with the goal of generating leads—or potential donors—for Liceo Jubilar, an educational institution that provides learning opportunities for children from underserved communities.
The students had a limited budget for creating the ads, but this was not an obstacle—rather, it was an opportunity to demonstrate their creativity and adaptability.
Venancio Gutiérrez, one of the participating students, explained how his group decided to focus the campaign on two distinct videos, targeting two different audience segments: one aimed at people from lower socioeconomic backgrounds, and the other at those with greater financial means. The goal was to capture the attention of those who might support the cause.
“It worked best with older people, aged 65 and up. Although we didn’t know exactly what appealed to that audience, proper targeting was key to the ad having a real impact,” said Gutiérrez.
He also explained that it was a simple, short 14-second video. “It gave a glimpse of what Jubilar is like and ended with a message inviting people to support the cause and be part of the change.”
Surprising results
Despite initial challenges and a limited budget, the students’ campaign was a success: more than 340 people filled out the donation form, and the campaign garnered over 444,000 impressions on social media. This demonstrated that, with the right tools and a solid strategy, it is possible to make a significant social impact.
The students who participated in the project noted that it was a way to put what they had learned in class into practice.
The Importance of Collaboration
From the perspective of Liceo Jubilar, the experience was equally enriching. Juana Barrabino—the teacher who supervised the students’ work—commented on how valuable it was to have the support of these future digital marketing professionals.
“Seeing that the students took the assignment seriously and managed to create high-quality content for our social media channels was very rewarding. Furthermore, this collaboration allowed us to expand our online presence and reach new potential partners whom we might not have been able to reach otherwise,” he noted.
The collaboration between the university and Liceo Jubilar demonstrated how working together can yield results that benefit everyone: the students, who applied their marketing knowledge to a real-world cause, and the community, which benefited from their joint efforts.
For the students, the Meta Challenge was not only an academic challenge but also a transformative experience that allowed them to get involved in a social cause, apply what they had learned, and see the tangible results of their work.