Case study
Own your territory
Owning the future-of-work conversation in Brazil
Unico Skill
Unico Skill is democratizing high-quality education through the concept of education as a benefit, tackling talent retention, upskilling, reskilling, and productivity across companies. A good product opens the door, but real authority in this space comes from owning the conversations that define the whole category.
Goal
The conversations around the future of work are crowded. AI, education, and the pressures on HR down to mental health all draw consultancies and tech companies with a point of view. Real authority there comes only from evidence. Content CO partnered with Unico Skill to build that authority, with one objective: make the brand the reference on how careers, skills, and hiring are shifting in Brazil, grounded in original analysis rather than claims.
Strategy
- Data as the source of authority: produced original studies from public microdata held by institutes like IBGE and INEP, turning open data into evidence on the future of work, AI, HR, mental health, and the Brazilian job market.
- Narratives and keynotes: shaped the stories and stage presence that put Unico Skill's executives forward as influential voices on these topics.
- Specialized media relationships: built lasting relationships with the journalists and outlets that cover these territories, including presence at the events they attend.
- Newswire distribution at scale: pushed content about the brand's territories through newswire tools for broad reach, feeding SEO and putting the brand's material where AI systems pick it up when the topic comes up.
Results
Ownership of these territories showed up as steady presence across earned media and broadcast.
- More than 110 organic placements in Brazil's top-tier and specialized outlets, including Valor Econômico, Estadão, Folha de S. Paulo, Época Negócios, Veja, Meio & Mensagem, InfoMoney, etc.
- Executive interviews on top-tier television: GloboNews, CNN Brasil, and Times Brasil.
- More than 5 open-data studies that became source material for articles and reporting on the future of work in Brazil.
- More than 4,000 distributed placements through newswire tools, extending the brand's reach well past earned media.