The Fundació Crèdit Andorrá is an institution that has been working to improve the andorran society through social, educational and cultural projects for more than 30 years.
Established in 1987 with the creation of a scholarship programme that offered university students in Andorra the possibility to continue their studies overseas. Today it is the most important private foundation of the principality and in 2019 it decided to take the leap to social media. The Fundació Crèdit Andorrá had never before had its own digital voice, since its activity was provided through Crèdit Andorrà’s social media accounts, the bank where the foundation emerged and that finances its activity. With Jungle Communications help, the Fundació Crèdit Andorrà aims to help more people and make their activities known, they help hundreds of people each year via digital platforms due to the creation and development of a communication plan that shows everything the institution does for the andorran society.
Jungle Communications’ role in this project is to make the Fundació Crèdit Andorrà’s events, actions and initiatives reach the largest number of people possible, not only to people that could benefit from them, but also so their activity would gain recognition on behalf of the public. The first step was creating social media profiles for the foundation. Because of their character and identity we opted for Facebook, Instagram and Twitter, where we alternated content about acquisition, to make the events they organise known, and branding, where we portrayed the more humane part of the foundation. To achieve the targets we established a close and familiar tone that would transmit Fundacio Crèdit Andorrà’s identity and appeal to the emotional side of the target market. Similarly we opted for the members, collaborators and beneficiaries of the foundation to be the ones to tell their stories, which has a very powerful effect. We were able to do this through a video marketing campaign where we created short interviews with dozens of people with ties to Fundació Crèdit Andorrà to show who is behind the institution and their perception of the work that is done. This content was uploaded to the foundation’s Youtube channel and shared through different platforms.
In a few months, Fundació Crèdit Andorrà had already exceeded a hundred followers on Twitter, 200 “likes” on Facebook and 500 followers on Instagram, with an excellent interaction index that exceeded the 10% average and reached 30%, 40% and even 50% on some of the most prominent posts. This is a very special project that reconciles us with the noble part of communication and serves as a means to connect people and make sure that the initiatives that contribute to a better society reach the public.