UNIVERSIDADE DO MINHO
All the initiatives were communicated using an aggregating concept - Here you are Color. Here you are Future ("Aqui és Cor. Aqui és Futuro"). For this reason, the campaign's creative identity was based on one key requirement: color elements in all communication.
Colors that speak
To spread the storytelling associated with the campaign, we wrote and produced 17 videos for "Universidade do Minho - Cores que Falam". We told stories, shared dreams and emotions. We talked about the past, the present and the future. UMinho is color and future!
The colors of the content
To color the strategy for attracting new students, we developed an editorial calendar that allowed us to paint absolutely unique and personalized content for UMinho. Our mission? To expand the dissemination of Universidade do Minho's training offer, increase the Academy's notoriety as a training entity and demonstrate the attractiveness of the cities of Braga and Guimarães.
How?
We created a narrative based on the values of the "Here you are color" approach and proposed a future-oriented multi (disciplinary and cultural) strategy. The main protagonists of this stage were the cities of Braga and Guimarães, which, due to their historical and geographical importance, play a major role in the history of Universidade do Minho.
The colors of numbers
In 4 months of collaboration, we designed and promoted around 12 digital campaigns and ran more than 280 online ads. We developed campaigns with the aim of growing the University's social numbers and increasing clicks to the website. Awareness, engagement and traffic were the main triggers for activating the social ads strategy, where we tested specific target audiences to boost the attraction of new students.
Result successfully approved
"Working with the Framework Lab team was very rewarding for us. It was a project that lasted several months, which meant constant interaction throughout the process. They quickly became part of our team and incorporated our ideas and philosophy, adapting to the frequent positioning adjustments that the results demanded. Together, we built a campaign that proved to be creative, aligned with our mission and had the desired expression."
— Universidade do Minho
