Gi Group Holding has launched an innovative campaign on Instagram featuring Marisol, an 80-year-old woman who becomes a community manager. This initiative aims to connect with various generations, especially Millennials and Generation Z, through an emotional, humorous, and authentic narrative.
The campaign follows Marisol’s journey in her first job, a transformative experience for both her and those around her. “I never imagined that at my age I would start a new professional chapter. I feel happier every day, and I’ve discovered that it’s never too late to learn,” said Marisol, who displays contagious enthusiasm for her new role.
Divided into several phases, the digital strategy focuses on values such as closeness, humor, and authenticity. Marisol not only represents an endearing character; she also provides a disruptive voice that addresses workplace issues from a human perspective. Despite her inexperience and some technological insecurities, her ability to connect with colleagues through empathy allows her to integrate into the work environment. Her daily life, which includes comedic moments like failed video calls and accidentally using a cat ears filter, highlights her authenticity and the identity of Gi Group Holding.
The company not only aims to attract and retain talent but also to provide quality content that supports users in their professional development. This strategy reinforces its commitment to creating real opportunities and transforming lives through work. Maite Muñoz, the company’s content and communication manager, emphasized the intention behind the campaign: “We truly want to connect with our audience, offering them content that adds value to their professional lives.”
After a period of inactivity on Instagram and TikTok, Gi Group Holding returns with Marisol as the central figure, introducing a varied content offer that includes job search tips, humor capsules, and street interviews. With the slogan #ChangeLives, the company underscores that having a presence on social media means engaging meaningfully, beyond just existing.
Source: MiMub in Spanish