INFO
In Brazil, the remake of the telenovela Pantanal was a huge success. Its characters had a unique accent, the "Pantanal accent," and everyone in Brazil was talking like them. OMO wanted to join this conversation and found the best way to do so by embracing something no other brand had done yet: the “Pantanal accent.” Additionally, OMO brought in a squad of influencers to further amplify the brand's message and ride the wave of the telenovela’s popularity.
As a result:
12 influencers
+ 3MM mentions on Twitter/X
21MM impacts on our target
95MM impacts around the country (Brazil)
— PROJECT NAME
Pantanês Accent
— ROLE
Content Strategist
Influencer Marketing Strategist
— AGENCY
Mullen Lowe Brasil / IPG Mediabrands
— DATE
2022
In this project, I was the content manager and influencer marketing strategist. I developed the content strategy to align with the buzz around the Pantanal telenovela, leveraging the unique “Pantanal accent” to connect with the audience in an authentic and creative way. I also led the selection and coordination of digital influencers to amplify the campaign’s message, ensuring OMO’s presence was impactful and aligned with the telenovela’s cultural relevance, ultimately driving engagement and brand recognition.