Online Strategy & Transmedia Campaign

• Professor/Advisor: Vincent Doyle, Professor of Media and Cultural Studies. Academic Director of the Master in Visual and Digital Media (MVDM) at IE University

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• Date of Execution: October 2017-June 2018 (throughout all three terms)

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• Description: The brief for the team project for our Final Project class executed in partnership with Llorente & Cuenca was to increase awareness and digital engagement of mYmO, a Spanish NGO which puts at the core of its mission to create a society where the elderly can remain relevant. Before drawing up a clear communication strategy, the team identified two objectives based on which the campaign results would be measured: increasing social media followers across all channels by 20% and earn 55 newsletter subscribers. The team came up with the idea of a transmedia campaign which we named #nocaduco, and then produced all content: researched and edited all copy to be used on the artwork and social media, shot and edited all images and videos, and created the website with the call-to-action (“raise your voice against age discrimination, and join the movement”). Additionally, for the two months that the campaign ran, half of the team members took over the NGO’s social media accounts to post this content three times per week.

All content and assets were maintained online at www.nocaduco.es and the web page’s social media.