Master Cidadania set itself the goal of reaching the largest number of people interested in applying for Portuguese and Italian citizenship through performance campaigns. The challenge was to devise effective strategies that would get the right message across to the target audience, awakening the desire to live in Europe among an ultra-segmented audience of possible descendants of foreigners in Brazil who would have this right. The approach focused on maximizing the reach and relevance of the campaigns to attract potential clients in a targeted and optimized way.