An open and beautiful research available for everyone to access. It talked about dreams, youth’s dream for a better Brazilian society. Conducted by an amazing research agency, focused on trends, behaviour and innovation, it identified people from all over the country making real transformation. We had sponsored all the work. Cut.
Then a social app. An amazing concept which enabled people to share their stories, their ideas, their action towards change. Incredible execution by one of my dearest agencies in Brazil. Everything was connected to the research. What a duo!
But in somewhere along the project, we said it was going to grow “organically”. We had a big Facebook community, people would find it, visit it, navigate through the app’s content and submit their dreams/ideas naturally. But no. A great piece of work remained almost hidden.
It’s not a crime to put up some ads, if it’s done the right way. Specially when you have valuable content to show.