We decided to use the same slogan Trump used to turn a message of division in to unity. His campaign was based in the famous "Lets make America great again" forgetting that America is not just a country rather an entire continent that not need to be "great again" as he said. Therefor we analyzed the emblems of every country in the continent to create a new shield that united us all. To launch it and create a viral message we created an emotional video recognizing the attributes that make this land, America, great, because of our beauty and our people. The video starts with "Lets make América great again? America IS the land of opportunities..." and though it we showed how great the continent already is. People was invited to be part of the message using the hashtag #AmericaIsGreat with pictures from all over the continent.

To start this action we changed our own avatar, posting a video content that started with the same slogan Trump used, the final message was to share a picture with the Hashtag #AmericaIsGreat showing to the president of the united states and the continent we live in has always been great.

On January 20th at 00:01 we launch the message and in a few hours our video went viral reaching the 35 countries of America and some other countries of the globe. Appearing in hundreds of blogs, news papers and tv channels with earn media. During that first weekend (21th-22th) people wanted to be part of this positive message, so they use the new shield and also share thousands of reasons why America doesn't need to be great again by someone.

The coming 2 weeks we were in blogs, youtube channels, newspapers, tv shows.

192.027.477 direct impacts onmichannel on earned media

188.583.274 views

15.855.445 cross platform interactions

2.6 million dollars on earned media

99% positive engagement in social media; facebook and youtube.

+ 2.5 millions of positive mentions to our brand, tagging us.

+ than 14 pages at google with the campaign naming our brand

+ than 25 minutes in TV (earned media) naming our brand.

We change the sentiment of our target in social media from 87% negative comments for the inauguration day to 64% positive comments in that day.

We started the campaign with the objective to reach LDA´s in México from 18 to 24 y.o. but we reached the entire continent and people from all ages.

Our brand equity grow in the main target, being recognized as a bold brand that inspire people to break their own frontiers.