Sónia Augusto
“Either students turn up, or I close the academy.” That is how this project began, in the middle of the pandemic.
A business with potential
that no one was seeing.
Sónia had an academy with latent demand and no communication at all. With no strategy, the brand was not growing and the classes were not filling up.
There was no need to change what she did. What was needed was to speak to the right audience, in the right way.
- No strategic communication
- A brand with no defined positioning
- Classes reliant on word of mouth
- Nothing ready for a paid campaign
Speaking to those who
were already looking.
A visual language that sets her apart
We respected what already existed and built on top of it: a coherent line, with Sónia as the face and her work as the proof. No starting again from scratch.
- A visual system of her own
- The trainer as the face of the brand
- Photography of the real work
Content with intent: attract, inspire, convert
Each piece falls into one of the three roles. Posts that make people stop, that teach, and that invite them to sign up, in that order, cycle after cycle.
- Three roles per content cycle
- Questions that engage the professional
- A call to sign up always present
Advertising focused on real leads
We ran digital advertising campaigns geared towards capturing leads, not reach. Plus more support materials for workshops, presentations and sign-ups.
- Campaigns geared towards leads
- Materials for workshops and presentations
- Newsletters to keep the brand active
Three roles, one cycle.
An account that only inspires does not fill classes; an account that only sells wears people out. The cycle alternates the three roles without anyone having to decide on the day.
The question that engages
“If I had asked you for a haircut 5 years ago and the same cut today… do you feel you would do it differently?” Content that makes the professional stop.
The proof of the work
Real results, visible technique, the trainer in context. That is what gives authority before any argument.
The sign-up
Dates, format and next step. Without this part, the other two are left as admiration with no consequence.
What started happening.
- The brand now has a voice
- She no longer depends on word of mouth and is now found by people looking for training.
- Expansion beyond the region
- The communication stopped being local and now reaches the islands and Spain.
- A community, not followers
- The content now generates conversation between professionals, not just views.
- Percentages without context
- When we publish numbers, we say what period they are from and on what basis. Launch percentages always look bigger than they are.
- Revenue
- There are business figures from this case that we do not publish here without written, up-to-date authorisation.
Another case of the same kind.
If your business is good
and stuck offline.
Thirty minutes about what you sell and how you measure. If we are not the right choice, we will tell you straight away.
