To advertise the fourth edition of the Big Idea Chair, an award that’s well known to the Brazilian advertising industry, Yahoo! adopted a new strategy: it decided to do away with conventional advertising strategies and launched a campaign that was fully based on social media. The web reality show "The Mini Agency Project" was born under this concept. It consisted of a room equipped with 10 hidden cameras where 5 children (7 to 12 years old) managed 5 communication briefs with no help from adults. The action was captured on camera and gradually uploaded to YouTube during 5 weeks. Based on the concept "What does your idea want to be when it grows up?", the action had a great impact among advertising professionals in social media networks, generating significant results for the brand.

The agency divided the process into three steps: before, during, and after.BEFORE (5 days before):- PR strategy- Seeding the most important blogsDURING (5 weeks):- Publishing of 5 episodes of the web reality show- Breakfast with the most important agencies- A strategy fully based on social media networks- Online media on trade publications- Direct marketing with opinion leadersAFTER (2 weeks):- Publishing of the shortlist through the website- Popular vote through the hashtag #YahooBIC- Award event broadcast on Twitcam, where the winner was announced live.

- 80% more entries.- 65 posts in blogs about advertising.- 195,500 page views of the blog posts.

- 1,063 members on Facebook.- 4,800 tweets.- YouTube Brazil Ranking:No.37 most Subscribed (This Week) - BrazilNo.3 most Subscribed (This Week) - Directors - BrazilNo.35 most Subscribed (This Month) - Directors - BrazilNo.79 most Viewed (This Week) - Directors - Brazil