TECHO Nicaragua y su campaña “Depende de Vos”

Abstract

Any strategy and marketing tool used by organizations has a direct and indirect effect on the Brand Equity of that organization. In this particular social campaigns developed and implemented by NGOs are no exception. This case exposes relevant elements of the 2015 Institutional campaign “Depende de Vos”/ “It Depends of You” of the NGO TECHO Nicaragua, the campaign combines elements of conventional media as interactive and digital, highlighting in this particular social networks in order to have a greater scope and coverage of its target audiences, the key is then in achieving fit or coupling, adapt and define each of the elements that form this campaign according to the objectives, messages to spread and different audiences.