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;● Special project in media: created a guide for students on how to take the first career steps 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 mass media.