Approach and Tools:We combined emotional storytelling with the channels most relevant to student audiences:
● TikTok integrations and social media posts: natively communicated the scholarship program on the most popular pages and channels for students.● Media special project: created a guide for students on how to take the first steps in their careers while studying—featuring Danone experts and young specialists for whom the company became their first place of work. ● Regional targeting: focused the reach on specific universities to attract the most relevant audience..● PR support: ensured presence in regional and national media.