BCS NYC 2025
Bringing Brazilian climate leadership to an international stage.
Brazil Climate Summit — Content & Communications Lead
The Brazil Climate Summit is one of Brazil's most prominent climate-focused events, bringing together senior professionals, policymakers, and government leaders around Brazil's role in the global climate agenda. The 2025 New York edition was positioned as a leading event of New York Climate Week in the lead-up to COP30 in Belém — a high-stakes moment for the organization to establish its credibility and visibility in an international market.
The goals were to reach qualified audiences in the US and globally, build the Summit's brand presence in an international professional context, and generate leads. The challenge was doing that in three months, from scratch, for an event that was not yet well known outside Brazil.
I was brought in by Ludus Comunicação e Impacto and worked closely with both the Ludus and BCS teams throughout.
The Challenge
The Brazil Climate Summit had a strong reputation in Brazil but limited English-language presence and brand recognition among the international professional audiences it needed to reach. With COP30 coming to Belém and global attention turning toward Brazil's role in the climate conversation, the timing was significant but the window was short.
Three months to build an audience, establish credibility, and convert visibility into leads.
The Process
The project began with a communications and content strategy defining the target audience, messaging framework, platform approach, and content cadence. From there the work moved into weekly execution — two to three posts per week across Instagram and LinkedIn, one newsletter per week, and editorial oversight of all external English-language materials related to the event including press releases, the event agenda, and speaker descriptions.
Content was reviewed and approved through a weekly presentation process with the BCS and Ludus teams, with adjustments made based on client feedback and emerging priorities. This iterative rhythm meant the strategy evolved in real time as the event approached and new information came in.
All copy and content direction was mine. Visual execution was handled by the design team working from my creative direction.
The Deliverable
Over three months I produced and managed:
Full English-language content strategy for Instagram and LinkedIn
2-3 posts per week across both platforms
Weekly newsletters
Editorial support on press releases, speaker descriptions, event agenda, and other written materials
Post-event article
The Results
The numbers significantly outperformed industry benchmarks across every channel.
Organic engagement rate averaged above 25%, reaching up to 90% on top-performing content — compared to an industry average of 2-5%
Profile activity grew 86%, including 75% growth in profile visits and 261% growth in link taps
25% more accounts reached, with 50% of views coming from profiles that had not previously followed the account
Open rates between 53-70% — more than double the industry average of 20-25%
Click-through rates between 10-25%, well above the typical 2-5% benchmark
Overall
Organic engagement across platforms grew from 4.6% to 45%
Page visits grew from a daily average of 134 to 520
The 2025 edition drew over 400 high-level attendees, with 25% from the United States
US-based following grew 15% during the campaign period
What This Project Required
Reaching an international professional audience in a short window — without a significant paid media budget — required a precise understanding of what that audience cared about and how to speak to them credibly. The Brazil Climate Summit wasn't selling a product; it was asking senior climate professionals and policymakers to give their time and attention to an event they'd never heard of.
That demanded copy that was authoritative without being inaccessible, urgent without being promotional, and distinctly Brazilian without being alienating to an international reader. Every post, every newsletter, every press release was calibrated to that balance.
