According to the Washington Post Brazil is the Social Media Capital of the Universe, with 67M+ users on Facebook alone (2nd biggest country after the US). "Brazil's expanding middle class is increasingly going online, and social media are particularly popular because of Brazil's hyper-social culture, social-media executives say." Forrester Research says that today the internet consumption in Brazil far surpasses all forms of traditional media, with people spending 3 times more hours than watching television, for example. Brazilians love to talk about and to share content - brand related or not - and that means most big brands have social media at top priority, increasing the clutter in the space.

50 minutes after the video was published our creative newsroom posted an answer on Coke Zero’s Facebook, expanding its fan network to Porta dos Fundos' network. Two more posts using names from Porta dos Fundos sketch were posted on Coke Zero's timeline.

This quickness made headlines in brazilian media, highlighting the brand's contemporary attitude in relation to popular culture. As a result, the dialogue between the brand and the comedians continued and the message reach increased.

With this open dialogue on social media, the brand's response to the comedians group became hot news, expanding both Coca Zero and Porta dos Fundos audiences, reaching an impact on 7,664,887 people (impressions, views and interactions).

All the awareness impact is described by the numbers below:

Likes on Facebook posts over Porta dos Fundos video: 6,998

Comments on Facebook posts over Porta dos Fundos video: 1,290

Shares on Facebook posts over Porta dos Fundos video: 2,828

Impressions on Facebook posts over Porta dos Fundos video: 381,909

Views on Porta dos Fundos video about Coca-Cola Zero: 7,438,895

Likes on Porta dos Fundos video about Coca-Cola Zero: 55,470

Comments on Porta dos Fundos video about Coca-Cola Zero: 7,102

Subscribers on Porta dos Fundos YouTube channel: 215,217,596

Shares on news about the media coverage over the Coca-Cola Zero Fanpage response: 48,420