The goal was for digital marketing students to be able to apply the concepts they had learned to real social media campaigns, to attract donors for the Liceo Jubilar Juan Pablo II and the Liceo Francisco de Paysandú. And thus make a positive impact on the Uruguayan community.
“It was great to be able to apply what I’d learned to real-life situations,” said Milagros Dolan, one of the challenge winners. “The fact that there was a social component motivated us and pushed us to go even further.”
One of the goals of Facebook is to educateand share as much digital knowledge and insight as possible about the solutions and products the platform offers, so that they can then get the best possible results from their campaigns at the agency or company where they work.
Patricia Miller, Country Manager and Director of Cisneros Interactive Uruguay.
“This initiative with ORT allows us to achieve this goal.”
The competition, which concluded on Friday, December 3, 2021, was attended by students enrolled in the course Digital Marketingfrom the Bachelor’s Degree in Management and Administration and the Digital Marketing and E-Commerce Analyst.
Each team was given $50 to carry out its campaign. A session was held to introduce the project and define objectives, featuring representatives from Facebook and Cisneros Interactive, to show the students the tools to use.
The campaigns were evaluated based on the best metrics: number of leads or potential customers who engage with the organization, cost per lead (CPL), click-through rate (CTR), and cost per click (CPC).
During this process, the students first had to understand both organizations. Putting together the campaigns by choosing locations, channels, and audiences. After a few weeks, analyze the data and optimize their campaigns. And finally, based on the metrics, make observations and a report with the final conclusions.
The campaigns reached 144,000 people, generating 89 leads, more than 40% were willing to donate, while the rest wanted to volunteer or help in other ways.
“It was a really positive learning experience. Putting theoretical knowledge into practice is harder than it seems. The hands-on aspect—getting your hands dirty, making mistakes—that’s something no one can take away from you,” said Sebastián Álvarez, a professor of Digital Marketing. “Metrics seem complicated at first, but eventually you understand them and see the impact of what you’ve done.”
The winning team for the Bachelor's Degree in Management and Administration consisted of Agustín Ponce de León, Dan Kalijmann, Cristian Franco, Milagros Dolan, and Federico Vargas. The winning team for the Digital Marketing and E-Commerce Analyst program consisted of Joaquín Miralles, Bruno García, Matías Cabrera, Soledad Núñez, Facundo Suárez, Alexis Araujo, and Erika de Vilas.