Cannes Lions

INFLUENCELEBRITY

LEO BURNETT TAILOR MADE, Sao Paulo / FIAT GROUP / 2020

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Overview

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Credits

Overview

Background

We had to create a retail campaign to increase sales of the brand's entire line of cars. The first step was to choose a brand ambassador who would be able to talk to many different kinds of audiences at once. Then the question came up: celebrity or digital influencer? They all have many followers, but influencers are closer to the consumer and have higher engagement rates. On the other hand, the great celebrities in Brazil are soap opera stars, who command an audience that's half that of the Super Bowl – every single day. So we created the world's first "influencelebrity." The perfect poster girl: a famous digital influencer, played by a great celebrity.

Idea

A digital influencer or a celebrity, which would be the best option for a brand? We created the perfect poster girl: a famous digital influencer, played by a great celebrity. First, we hired a great soap opera actress to star in our campaign. We created a role for her in the soap opera with the largest audience in Brazil. Our celebrity became the digital influencer Vivi Guedes. Then we "fired" the actress and "hired" the digital influencer in the soap opera – she came to life with a real-world social media profile, 3 million followers, and an engagement rate greater than Kim Kardashian's. Our “influencelebrity” went from a supporting role to a lead character in the soap opera, and literally came out of the story into the real world, in the very first product placement action integrated with the commercial break in Brazil.

Strategy

First, we hired a first-tier Brazilian soap opera star as brand ambassador. Then we created a role for her in the soap opera with the largest audience in Brazil. Our celebrity thus became the digital influencer called Vivi Guedes. As the soap opera aired, we launched our campaign and "fired" the actress publicly, on TV and social networks, generating a lot of gossip. Meanwhile, as part of the soap's storyline, character Vivi Guedes began negotiating with the brand and was eventually hired, in a stunning turn of events that was commented throughout the country. The character then came to life with a real-world social network profile, attracting 3 million followers. She went from a supporting role to a lead character in the soap opera, and came out of the story into the real world, in the very first product placement action integrated with the commercial break in Brazil.

Execution

First, we hired a first-tier Brazilian soap opera star as brand ambassador. In parallel, working with the world’s largest producer of soap operas, we created a role for her in the soap with the largest audience in the country. In the story, our celebrity became a digital influencer called Vivi Guedes. As the soap opera aired, we launched our campaign and "fired" the actress, both on TV and on social media, sparking a lot of gossip among the audience and influencers. Meanwhile, we started doing the first brand placements in the soap, and the story showed the digital influencer negotiating a contract with the brand and eventually being “hired.” From that point, we had 8 weeks with integrated content, and the campaign became the largest cross media project in Brazil.

Outcome

Our "influencelebrity" reached more than 3 million followers with a level of engagement rate greater than Kim Kardashian's. For the first time, a brand influenced a soap opera's script. We also created the country's 1st product placement action integrated with the commercial break in Brazil, with amazing results: a 2-hour Global Trending Topic on Twitter, a 5-hour Brazil Trending Topic, 136 articles on the press, 10.9 million potential impressions, a 149% jump in engagement, a 1,117% spike in product searches, and a 142% increase in website visits. The greatest cross media project in Brazil had integrated content for 8 weeks, generating 690 million impacts. We reached record numbers of visits to dealerships, as well as product sales. The Fiat Argo jumped from #10 to #3 among the best-selling cars in Brazil. The product placement model for soap operas was also re-written, changing the TV network's commercial platform.

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