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2020 One Show - Social Media

We All Can Take Care

Agency Ogilvy Brasil / São Paulo

Client Hasbro
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Annual ID

OS_SM20_047M

About the Work

Including boys in our communication was more than necessary for society, it was smart for the business, as we amplied our potential target and raised our brand relevance. In only 4 weeks, sales increased 28% in total, being +93% in e-commerce, making April, a low season, the best month in 2019. We were in more than 75 publications worldwide, including journals from more than 30 countries, and also on trending topics aer 10 hours of campaign, while social inuencers shared it in social media, totaling 13,5M followers. The discussion became political as well: Progressist publishers such as Quebrando o Tabu (10,8M followers) and Manuela D’ávila, a strong candidate for vice president of the opposition, supported it. In such a polarized context, we had 80% of positive mentions, as many raised their voices in favor of the brand, especially when few haters expressed their discontent based on bias and prejudice.