La Sirena touches the lives of thousands of women everyday, that’s why on the day dedicated to violence against them, the brand knew they had to empower them. The action involved the most influential women in the country, who also had the highest rated TV Shows. More than 200,000 women were reached with the action. A unique negotiation with the most influential women on television allowed us to film them previously and perform our action. We worked with Telesistema and Teleantillas, the highest rated channels on Dominican prime time television reaching more than 200,000 women.

Prior the event, we filmed branded emoticon inspired videos that could react to peoples comments during the show. Our social media team started responding on behalf of the brand to comments about the Soberano. Also people could download the gifs on Tumblr and animated gif sites.

The brand dominated more than 50% of the conversations during the most important event of the Country. By the end of 2014, La Sirena positioned itself as the most admired brand of the year according to Revista Mercado.