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Nomad Global
dólar nomad
Nomad Global · Senior Product Marketing Manager · 2024
CONTEXT
nomad customers were sitting on money in their international accounts for almost a year, never spending it, never converting it. they were waiting for the perfect moment that never came.
we named it nomad dollar: anyone who left their money untouched for a year got a 15-cent discount per dollar on conversion. to prove exchange rates are unpredictable, we got márcia sensitiva, brazil's best known fortune teller, to admit on camera that even she can't call the dollar.
MY RESPONSIBILITIES
- value proposition and messaging map, built from scratch
- validated the entire flow through beta testing, adjusting transactional rules
- worked directly with pr and marketing agencies on video, campaign, and key visual
- signed off on each creative step before handoff to the internal team
- coordinated delivery across pr, paid, social, product, partnerships, creative, and crm
- ran weekly check-ins to keep metrics and kpis visible across teams
STRATEGY
instead of inventing a new behavior, we claimed one that already existed in the data and gave it a better reason to keep happening.
the launch started as a small pr stunt and grew into a full social campaign.
MARKETING CHANNELS
- pr (fortune teller stunt and press)
- paid social
- organic social
- VÍDEO DA CAMPANHA
- crm
VIDEO / PHOTO
RESULTS
- launched 12/04/2024
- 17% of customers adopted the product in the first month
- 1.4 million views on youtube
- 5.3 million views on tiktok (pri ferraz's video alone)