THE
PROBLEM
PROBLEM
UOL had "Giro UOL" for years, a newsletter with no segmentation, which made it difficult for the journalists and the advertising teams to direct content for specific audiences.
Our team — led by me and Gustavo Lemes — worked together with a team of journalists to understand UOL's readers' behaviours and define how to give them what they really want to read.
As UOL's audience is insanely broad, we had many hours of interviews, talking to readers in the most diverse demographics that I've worked with.
This process was decisive for the project, which is now in its 4th year running and deliveries information to hundreds of thousands of people every week.
