With the challenge of inaugurating the EAD of Faculdade Santa Marcelina, Repense planned a campaign that contemplated the launch objectives and the campaigns of generation of leads. We have created the Campaign "Santa Marcelina Virtual - EAD Defininitivo", combining the credibility of almost 100 years of tradition with the innovation of the EAD model. We implemented a framework to track brand reach results and a strong performance campaign to generate leads that would be served exclusively through whatsapp business. The action impacted more than 4 million people with 1.2 million video views and the generation of 6 thousand leads. The innovation element of this campaign was the lead qualification and service model via Whatsapp Business, where we achieved the 95% response mark on the more than 6,000 leads generated. The action was considered a success, and will now be replicated for the other 10 poles of the institution mirrored by Brazil