Who They are:
Created by engineering and construction global conglomerate Odebrecht, the Odebrecht Award for Sustainable Development is an annual competition that invites university students to develop innovative technologies and methods that promote sustainable and responsible development.
Prior to employing One Twelfth, they had no strategy to encourage students to sign up, other than through hearsay and their website.
What We Did:
What we needed to create was a customer journey that would hold the hands of interested students through the process, from introducing the award to finally signing up.
Although the group was very specific, we knew who exactly needed to be targeted. We employed different forms of messaging, such as social media, blogs, and email marketing, to be delivered to this group over the course of four months.
Odebrecht became more well-known throughout universities and colleges, thus leading to new interest from possibly future employees, and registered more than enough applicants for a fiercely competitive environment.
That year’s winning group hailed from Texas A&M with the idea of ‘Production of Gasoline from Municipal Solid Waste by Carboxylate Fermentation’.