Through a Real Time Marketing effort, we transformed criticism against Samsung Influencer Anitta (a Brazilian singer who is always labeled negatively on social networks) into a glorious opportunity to motivate all women. With the help of our Social Listening team, we gathered all real negative comments against her and we created a social video response aligned with Samsung’s #DefyBarriers movement.

A Real Time Marketing effort that transformed criticism against Samsung Influencer Anitta into a glorious opportunity to motivate all women through a social video response aligned with Samsung’s #DefyBarriers movement.

In 3 days, we had more than 2.600.000 views, 10k shares and more than 90k reactions, 98% of them were “loves”and “likes". Anitta had the highest engagement rate for Samsung brand with the lowest CPE of facebook.

During the weeks that preceded her performance, our social listening team gathered all the hardest criticism directed to Anitta. The next step was to turn real negative social comments into a video response that served as motivation not only for the singer and her fans, but to all women.

As a worldwide sponsor of Rio2016 Olympic Games, Samsung needed to engage the audience through a real time marketing campaign on social networks. But the brand didn’t have the same amount of money to really stand out the crowd. We needed to make a difference.

When Brazilian singer Anitta, a long time Samsung influencer, was announced to represent Brazilian music at the Rio2016 Opening Ceremony, criticism spread all over internet. As a creator of the #DefyBarriers movement, Samsung saw this as a real time opportunity to turn criticism into motivation to all women.