BeYouth Campaign

Context
Coming out of the COVID-19 pandemic, AIESEC-in-Nigeria was struggling. Conversion rates were stuck at 6.91%, social media presence was weak, and there was a disconnect between the audience and what AIESEC actually offered. We needed to rebuild the brand from the ground up.

My Role Marketing Campaigns Manager.
I led campaign execution after conducting a full brand audit and revamp. I was responsible for optimizing all social media pages, creating content strategy, ideating content, increasing engagement across all marketing channels, and downscaling organizational campaigns to chapter levels.

Approach
BeYouth was built on intensive customer segmentation, social listening, and brand strategy. The goal was to attract and educate prospects about AIESEC's value, offerings, and community. We revamped all touchpoints, built strategies for owned channels (email, blog, social), and ensured brand consistency across all marketing efforts company-wide.

Results

• Built organic traffic: 22k accounts reached and 500 new followers
• Grew email list from 0 to 1,000 subscribers with 41.73% average open rates and 6.84% click-through rates
• Significantly increased engagement with the AIESEC brand across all channels

Key Takeaway
Audience engagement doesn't automatically equal conversion. Strong market research and proper budgeting are essential for turning interest into action. Sometimes you need to rebuild the foundation before you can scale.