Cecilia Caballero

Amigos do Betão is an NGO based in São Paulo whose main goal is the dignified social reintegration of former inmates, people experiencing homelessness, and individuals in addiction recovery. The challenge, deeply rooted in sensitivity, was to create a communication strategy that...

The true classic of Asunción’s nightlife had to close its doors for a year. We knew the second round had to be loud enough so that regulars wouldn’t feel any change in their favorite bar but at the same time, it had to capture the attention of a new generation.

My focus was on...

By analyzing the performance of organic posts, many brands have found a simple and effective way to capture users’ attention: memes. While the strategy is part of a broader content plan delivered at a steady pace, it’s a valid method to build and strengthen a sense of community among followers. What do you think?

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