Newsmonitor (newsmonitor.com.br) is an upcoming media monitoring company based in São Paulo. They offer a powerful online tool to monitor news of all sorts. They needed to generate awareness and drive people to try its service.

It is important to understand the wider context of Brazil, in order to understand the power of the idea. Brazil was living in troubled times: economic crises, political instability and riots on streets. In this context, politics became the hottest topic of the year. However, once elections are finished, Brazilians usually stop talking about politics, and forget to hold politicians' accountable for the promises they make before getting into power, along with their 4 year mandates. It's a vicious cycle, that lasts for generations.

So we created something to make sure people don’t forget. We created the Noncancellable Newsletter Project. A political news tracking service you cannot unsubscribe from. Not until the next elections.

People go to a website and choose their candidates: president, governor, senator, congressman and state representative. After the Election Day, using Newsmonitor technology, they receive a newsletter every month with news about their candidates. This continues for 4 years, non-interrupted.

As a result, more than 127 channels talked about the project with no paid media involved. It generated up to 4 million dollars in equivalent advertising value. The 93.3% positive social sentiment showed that people loved the idea, and the trials for Newsmonitor monitoring service increased 300% (from 60 to 180 new trials a day) over 3 months.

The goal was to create awareness and generate trials for Newsmonitor services. The company was in market for 3 years where it had developed a top quality news search engine. It was time for people to learn about it.

The most important achievement was awareness, followed by conversion. More than 127 channels talked about the Noncancellable Newsletter. Extensive media coverage generated 4 million dollars in equivalent advertising value. We measured the social sentiment of the message, and the feedback was 93.3% positive and 6.2% neutral. It also did plenty for the business. Since the campaign started, Newsmonitor has had a 300% increase of uptake for their monitoring service trial. This increase helped the company to raise its dominance in the Brazilian market.

The campaign was launched from the bottom up. We launched the website and informed a few influencers about the project. They started the fire by sharing the idea through their networks. In the first day, 4000 people subscribed to the project. It became a hot topic of discussion from the first day and continued to grow organically over the next 30 days. From the Internet, it reached mass media. The campaign was featured on the most important news outlets of the country, including TV, radio and newspaper (online and offline editions). It was also promoted by press releases and a few presentations in schools and associations. The project is in use, and people will be receiving customized newsletters until the next elections.

Newsmonitor was founded with the central idea of giving people technological support to "monitor the present to transform the future.” The companies true intention is to empower people by giving them trustworthy information. Brazil's last elections showcased a mix of bad economic perspectives and a lack of transparency of public information. This created an environment where reliable information was seen as important asset, needed for voting consciously. Since voting is mandatory in Brazil and the level of information provided to people is low, conscious voting is a big issue. But providing reliable information is a subject Newsmonitor could help with.

The target was professionals from the communication and marketing industry, including trend analysts, news analyst and business intelligence. We planned to highlight the capability of the news search engine in a smart way. Elections were about to happen and we took the opportunity to engage on the hottest subject of the year. Brazilians usually blame themselves for losing track of politicians after elections, so we created an idea to solve this problem.