Agency: Proximity Brasil
Objectives
The objective was increase client awareness of the possibilities of Up!'s new functions and reduce complaints on social networks. To do so, we needed to improve the connection with the brand and the consumption of information on the product.
It was extremely important to have well-defined engagement KPIs. We would need a high email opening rate, and we set the aggressive goal of 12% of unique open rate (3 times more than the company's average during that period) and 12% email clicks.
Strategy
The first step of the strategy was thinking of the format that...