The Fifa World Cup was the most important cultural moment in Brazil in 2022, expectations were very high, and the population was fully immersed in the spirit of the competition. During the period of the competition, social media was expected to be filled with football content and, even those that are not football fans, were expected to engage with sports content.

In a highly competitive World Cup context in Brazil, adding a fact that we would not have official sponsor rights, we needed to find a solution to create differentiation from competitor platforms while inserting ourselves in the World Cup discussion.

TikTok couldn't simply create a campaign promoting sports, as this territory is already saturated by sports brands and event sponsors. We needed something that would generate engagement and represent the platform's identity: inspiring creativity and bringing joy to the whole community.

TikTok brought the most iconic voice in Brazilian sports onto the app using the "text-to-speech" tool, developed through artificial intelligence technology from original recordings with the character himself. With Galvão Bueno's voice on TikTok, users had the opportunity to narrate any situation, from sports to in their daily lives, making it sound like an important sports moment, For the first time in history, the audience had the chance to take hold of Brazil's most well-known sports voice and use it in their own creations.

This ideia enabled massive original entertainment content creation (+2.2 million videos created) in portuguese language (Brazil's native language) that could only be created on mobile devices, and reinforced the perception of TikTok being a premier destination for the consumption and creation of sports related content (+7 billion views).

With TikTok's primary audience cohort stemming from users ages 17-25, we identified clear entry barriers within the 30+ age threshold, especially among male non users. Thus, the main target audience of this campaign, using soccer and the world cup context as clear statements, was male, user & non user, 30+ years old.

The sports vertical on TikTok is a global priority due to the high user acquisition potential. This campaign aimed at potentialize the number of creations and video views within the in app sports ecosystem using a one-of-a-kind creation tool & technology for mobile devices: text to speech, featuring the country's most accomplished sports broadcaster ever, Galvão Bueno. By making his voice available for content creation on TikTok, we gave our creator (& non creator) community a clear reason to interact with sports content within the platform and the content created on TikTok invaded other social social platforms.

- In September, Galvão Bueno recorded words and phrases in a professional studio for 6 hours.

- In October, the AI was trained with his voice to replicate any sentence in Portuguese with a natural accent.

- In November, the campaign was launched: Galvão posted a "mute" video on TikTok challenging users to figure out what he was saying, followed by creator squad duets. He then explained that he lost his voice because it was now on TikTok and shared a "how to use text-to-speech" post. In-app editorial assets went live, and a high-profile creator livestream showcased text-to-speech.

- During the World Cup, TVCs aired on all 64 matches on OTV, while the in-app always-on activation plan used internal resources. A dedicated creator squad posted throughout the event, and the best original content was highlighted on TikTok's social channels. Daily podcasts with Galvão's voice highlighted the matches of the day.

• 103,5M impacts on target: 16.6 frequency, total 1.6B impacts (+45% vs. target)

• Video creation & video view on #FalaGalvao: 2.2M creations (target 1M) & 7B Video Views (target 4.1B)

• Most popular push notification of 2022 in Brazil: 2.6M clicks (norm 800k) and 2.77% CTR (norm 0,65%)

• Most impactful app store partnership campaign of 2022, generating 127k additional downloads at zero cost

• 15% publish increase and 7% TTS penetration increase vs. pre campaign period.

Brand Health Tracker (recognized vs. non-recognized)

• Second highest awareness (67%) and highest brand recognition (44%) among all marketing campaigns of 2022 in Brazil

• 1.1M New Users (target 127k) & 900k reactivations (target 161k) directly generated by the campaign

Soccer holds a significant position in Brazilian culture, as it is the country's most popular sport and part of its cultural identity. With Brazil's squad coming into the tournament as a solid favorite, expectations were high, and the population was fully immersed in the spirit of the competition. This was a huge opportunity for TikTok, but at the same time, we needed to respect the limits imposed to non-offcial sponsors of the event.

Galvão Bueno has been the main commentator for every World Cup in Brazil since the 1980s. He has been the voice that narrated all of the major sports moments in recent Brazilian history, from victories to the death of Ayrton Senna. From the fourth championship and the fifth, to the humiliating 7-1 defeat against Germany in the 2014 World Cup. Bueno's retirement after this year's tournament has added great attention to the interest in this project.