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We started by studying the cultural tensions among Samsung’s audience: Brazilian millennials from ABC social classes.

Although women equality has finally surfaced as a discussion in Brazil, the world of technology is still a paradigm.

Technology is a male dominated area: only 20% of tech professionals in Brazil are women and they have up to 65% salary gap difference from men (PNAD 2017); in online gaming 50% of women that play are sexually harassed (Game Brazil Research 2017); and women that become entrepreneurs in Brazil make 28,5% less than men-lead businesses (SEBRAE 2017).

We decided to create entertainment that, more than just raise the issue about gender equality in technology, would show how women in tech actually made it through: how they dealt with prejudice, what were their survival strategies, and what they were doing to change this context.

Tech Girls has a 1:03’ trailer, and three 5:08’ episodes with 7 women, in different technology fields. Everything was produced, filmed and edited by women only crew. All episodes were shot in the protagonist’s homes and work space, with only a woman director in order to create an intimate environment.

Ep.1 Science – Brilliant Scientists.

Patrícia Novais, astrophysicist, and Paula Asprino, PhD and cancer researcher, tell stories of how the passion of saving people’s lives and the sorority of women’s coders have helped them go beyond their imagination.

Ep 2: Games – Gamer Girls

Kalera, Giu Henne and Pam Shibuya talk about how damaging is the online game sexual harassment and their strategies to fight back prejudice.

Ep 3: Entrepreneurship – Business Owners

Camila Achutti, computer scientist and entrepreneur, and Priscila Gama, architect/urbanist and start up entrepreneur, discuss how self-esteem and gender identity affirmation has helped them cope with misogyny.

We had great results for the brand in social media so far:

57% of retention rate on episodes.

+8M views on the first episode in the first week.

77% positive comments in the first 10 days.

+10M views in the first week of the Trailer.

Also on YouTube, we had 56% of positive interactions of people complimenting the initiative, identifying with the message and supporting the content.

To amplify our brand audience and make sure we had people with autorithy in the feminist universe to spread the message, our strategy combined media investment in social platforms with a special group of influencers. We also included other influencers that had interest in women’s causes and, of course, Samsung’s millennial audience.

Because our subject was a sensible theme, we held an especial event for journalists and influencers, hosted by the Brazilian sociologist Clovis de Barros Filho, and a panel with the women that participated in the Tech Girls Doc talking about their lives and discussing misoginy in the technology universe.

To support our launch, a digital campaign aimed to amplify the impact in Samsung’s social channels: Facebook, Google, Twitter and Youtube. We also developed a special project with Omelete, one of the biggest media portal specialised in games and technology in Brazil.

Samsung believes that human potential, allied to technology, are powerful ingredients to break barriers in our society.

This is why Samsung develops technology that helps people connect, learn, and explore a better world.

But having a clear vision is not enough. Samsung in Brazil is perceived as a tech-only brand - distanced from the people that actually benefit from it.

Our goal in this project was to increase scores in Samsung’s Proud To Own attribute, that is researched twice a year.

This meant that we needed to find and entertainment idea that would shorten the distance between Samsung and its audience. An idea that heightened the human ingredient in its main narrative.