Vivo has been undergoing an accelerated transformation from a telecommunications company to a technology company. The brief consisted in positioning Vivo as a tech brand committed to diversity and inclusion. It also came in the awake of events that impacted the black population around the world and strengthened the Black Lives Matter movement. There was a desire, and a clear objective, to engage social networks – especially the black community – in a genuine campaign, supporting the black labor force by portraying black people in different jobs in an inspiring way.

Fables of Connection is an artistic content project where the entire remunerated production chain was composed of black people. From the team responsible for the project at the client, agency and audiovisual producers, through creative young people who created and animated the short films, to singers and actors who voiced and sang in it, completing the chain at the influencers who amplified the project key message. Black people working, creating and talking in order to inspire more black people to do the same.

Research provided by Google, Mindset-WGSN and Datafolha Institute showed that inclusion in the job market was the most urgent topic for the black population. At the same time, Afrofuturism was growing as an aesthetic expression used in movies like Black Panther and in videoclips performed by Beyoncé, Rihanna and Janelle Monae. In addition to these amazing insights, we worked with each network in the right way to reach the right audience. Youtube was chosen as the main platform for the dissemination of materials considering channels that had an affinity with the theme to reach the primary target. Twitter was the main channel for generating conversations, with the takeovers of creators who amplify and share black culture. Instagram played an important role in sharing complementary content about the project and activating creators by publicizing the project on their profiles.

Everything started with a teaser of the project in the beginning of November, the most important month for the racial agenda in Brazil. Then, we released our four short films in the same sequence: first, the short film’s trailer; a few days later, we launched the short film itself; and after a few more days, we launched an interview with the short film creators. All the short films were mixed in order to create a video clip with a reinterpretation of the famous Brazilian song Bola de Cristal. Another edition of the materials became a campaign film that started broadcasting on digital but went so well that it ended up on open TV. In the end of the month, all of these formats were hosted and sponsored on Vivo’s social media channels where the audience could watch, interact and support the idea.

More than 58MM digital impressions and 35MM offline reach, 600k of engagement considering likes, comments and shares, 4.2% ad recall lift, even at a time when Vivo was strongly active with other campaigns on the platform. The sponsored materials achieved a complete view retention rate above 50%. In addition, we achieved a positive rate of comments never reached by Vivo, all sponsored or organic content reached at least 80% positive comments. Also, Vivo was the brand more associated with diversity and inclusion, according to a brand lift survey conducted by Facebook.