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Background
Tecmilenio University, a private Mexican institution affiliated with the Monterrey Institute of Technology and Higher Education, has 29 campuses across various Mexican cities. The university offers a wide range of traditional and bilingual programs in fields such as health sciences, humanities, social sciences, engineering, business, and information technology, as well as master’s programs and continuing education options. Aware of the skills demanded by the digital age from professionals, entrepreneurs, and companies, Tecmilenio has developed the Skilling Center, a specialized digital center offering various educational products, with a focus on developing digital competencies and skills.
The Challenge
Tecmilenio’s Skilling Center aimed to enhance the perception of its Web Development and UX (User Experience) Development courses by deeply communicating the value and applications of these digital disciplines, particularly in areas such as technology, education, marketing, and business.
Strategy
To achieve this goal, InfoSol proposed an influencer marketing strategy to Tecmilenio, centered around a masterclass titled «Become a technological superhero with python and UX», and provided advice on its structuring, with a focus on encouraging active participation from micro-influencers.
The initiative sought to educate, share valuable content, and entertain the invited micro influencers about the importance of acquiring web development and UX skills, aiming to amplify Tecmilenio’s presence by generating conversations and digital word-of-mouth (eWOM) in their respective communities.
This strategy aimed to result in the publication of unique content on social networks (online coverage) and the generation of social conversations through the hashtag #ProgramadorEsBEDUxCDC.
Micro influencers from critical niches such as web development were selected based on their reach, contextual credibility, and sales acumen, with InfoSol sending personalized invitations to the masterclass and ensuring continuous follow-up before, during, and after the event.
Results
The interactive design of the event facilitated meaningful conversations between the spokespersons and micro influencers throughout the masterclass, resulting in the generation of conversations and comments on platforms such as X and LinkedIn, thereby expanding the reach and perception of these courses.
from the technology, education, marketing, and business niches virtually attended the masterclass, all of whom contributed to raising awareness about Tecmilenio’s Skilling Center and establishing its credibility as an expert in digital competency development.
exposing them to content about Web Development and UX Development shared by the micro influencers, thereby increasing awareness of the Skilling Center’s courses and potential conversion opportunities.
(likes, shares, comments) with the content (posts) published by the micro influencers, assisting Tecmilenio in enhancing its reputation as an institution focused on educational innovation, continuous training, and lifelong learning.
via the hashtag #ProgramadorEsBEDUxCDC, which contributed to raising awareness about Tecmilenio’s Skilling Center, expanding its reach and visibility, and identifying conversion opportunities.
It is worth noting that web development and UX development courses currently rank among the most sought-after products of the Skilling Center.
Note: The results of this digital micro-influencer project correspond to a period of 45 days.
