The Opt-In Effect

I designed and led a full-funnel organic campaign across LinkedIn and Instagram for Universia (Grupo Santander), targeting Brazilian university students and recent graduates. The goal was to drive registrations on the Universia platform — each one a qualified lead for Universia and, by extension, Santander — with no paid media investment. The campaign became the platform's primary growth channel over the following months.

Between 2023 and 2024, Universia had no concrete social media strategy. Activity was limited to posting client job openings, with no attention to brand awareness or editorial lines (B2B or B2C). The platform had historically relied on slow, word-of-mouth growth, with no structured approach to content marketing. The task: build a content strategy from scratch and significantly accelerate registration volume within a defined 12-month window, using only owned channels.

With no blog or email marketing infrastructure available — a bureaucratic limitation that couldn't be resolved within the campaign timeline — social media had to carry the full weight of organic acquisition. I split the strategy by audience intent rather than by a strict platform divide. Instagram was dedicated entirely to students, in an informal tone suited to a younger audience searching for job opportunities. LinkedIn carried the B2B outreach (Universia's services for HR contacts and corporate partners) but also B2C content, since many posts offered career-entry and job-search advice for professionals already active on the platform. Later, to deepen the B2B relationship, I launched a LinkedIn newsletter for that audience — effectively recreating an email-marketing touchpoint inside the one channel the platform could actually use.

• 01Defined the content strategy, messaging framework and publishing cadence for LinkedIn and Instagram
• 02Established content pillars for each editorial line and worked with a designer to create a distinct visual identity for each
• 03Owned the full content calendar, from brief to publishing, directing writers and designers on execution
• 04Developed platform-native formats for each channel, optimizing for discoverability and conversion
• 05Used LinkedIn Recruiter with optimized job post copy to improve discoverability among student candidates
• 06Delegated copywriting and captions to a writer, whom I directed
• 07Monitored performance daily and iterated content based on engagement and conversion signals
• 08Launched and ran a bimonthly LinkedIn newsletter for the B2B audience