"Criança Esperança" is one of the biggest social projects in Brazil. For 36 years, a show in the main TV channel in the country has stimulated donations for the program. But in 2021 the scenario was different. The moment called for collectively. Precisely the theme of the OMO campaign. The biggest laundry detergent brand in the country, the "Poder do Somos".
INFO
A campaign that turned the brand's name into the portuguese word for "We Are" because when we do it together, we accomplish more and more than just talking, we took action. A special edition of the most famous packaging in the country turned into media for the new song with DJ Alok and Melim group with #1play1donation, and became a hit.
The results:
- 87MM people impacted
- +5,000 playlists
- 260MM impressions
- 2.2 billion impacts
And of course, there was a huge performance on "Criança Esperança" with 35MM viewers. And now the most important, more than 26,000 children supported in 105 projects. Using pop culture to transform the lives of thousands of young people.
— PROJECT NAME
Poder do Somos 2021
— ROLE
Content Manager
Influencer Marketing Strategist
— AGENCY
Mullen Lowe Brasil / IPG Mediabrands
— DATE
2021
In this project, I developed the strategy for launching the song “SOMOS” on various digital channels, including Instagram and TikTok. I was responsible for creating the #1play1donation campaign, encouraging people to listen to the song in support of the Children’s Hope project, and integrating the content within the Always On strategy.