2016 // @ Ogilvy&Mather RJ
Background:
In 2016, there was superhero movies fever in Brazil, because of the releases of Marvel and DC. In addition, our client OLX, an online sales brand, became known for fun and nonsense campaigns that reinforced the advantage of selling useless things to earn extra money.
Insight:
Why don’t we make a campaign that uses the superhero fever to make fun and increase OLX awareness and love for the brand?
Idea:
OLX got 4 big influencers together to compose a new superhero squad: The Let it Go Squad (“Esquadrão Desapega” in Portuguese). This new squad would help all the people to get useless stuff away, selling them on the OLX app and getting extra money to do great things that really matters.
My part:
I was responsible, most of all, for creating and implementing a social media strategy that was based on a great teaser using the influencers to get the public interested in all OLX campaign. It started with influencers spoilers on Twitter and then we made an activation to unlock the Convocation film with the famous grandpa that appears in all OLX film ads introducing the squad and explaining their abilities.
To watch this teaser, the users needed to publish tweets with the hashtag #ConvocaçãoOLX.
Results:
The Convocation film had most views that the hero film because of the “flock to unlock” activation, reaching more than 5M views. The hero film had more than 3M views. Besides that, we reached 3rd place at Trending Topics Brazil with that same activation.