EFTI Centro Internacional de Fotografía y Cine & LIBREE are two sister companies from the same holding Grupo EFTI, a global reference in visual art education. The School, located in one of Madrid’s emblematic neighborhoods, just a few step for the Retiro Park. EFTI is an international benchmark creative hub for the development of visual art.

For the past 30 plus years EFTI has grown and evolved into more than an university of visual art. The latest endeavour is LIBREE, born as a 100% digital platform for visual arts education. A way to learn and live the EFTI education experience from anywhere in the world. LIBREE, meaning free, is created to democratise visual education and reach

The project’s objective: Launch a 360º digital campaign communication for the LIBREE initiative. The purpose of the campaign was to raise brand awareness in specific niche markets globally delivering a persuasive message of new opportunity. A new way to study, a new way to keep on evolving and growing at your own time and place and a way to be free.

The challenge, EFTI’s reputation is mostly known within the industry as a top level education center in Madrid, highly valued but mostly off-line. Over the years several small schools appeared in the digital context and captured the digital market quota leaving EFTI with low digital impact. The challenge was to position LIBREE’s digital platform as a new player in the online course sector and as a top player in the online visual art education.

At Hilo we were responsible for developing a landing page strategy integrated with a full funnel strategy and the sales departments of the school. Driving quality traffic towards LIBREE’s digital touch points and build a detailed database of leads that was later reached with personalised marketing campaigns. The result was amazing! In just 3 months and with a very low ad investment budget we were able to convert over +3000 high quality leads and re activate old leads form EFTI around the word, interesting them in LIBREE and the new way of learning. From a photography course all the way to a Master in Cinematic Direction.


/ Strategy & Consultancy / CRO Consultancy / Digital Content creation / Video Content Editing / Digital Advertising 360 campings / Market research / Data sourcing and analysis / Process Automatisation

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