No Gogó | Branded Content for Antarctica
No Gogó
No Gogó was the first project focused on an entertainment-based content production for Antarctica - a local beer brand in Rio de Janeiro. The web series was created by AlmapBBDO in partnership with O2 Filmes and screenplay written by Alexandre Machado.
The series with five episodes was part of some initiatives from the brand in 2016 to celebrate the centenary of Samba. The campaign counted with the production of 19 videos, between episodes, trailers and extras that were placed both on TV and digital.
There was also a cross between reality and fiction when the main character's (Guto) social media profiles were created on Facebook and Instagram. Guto published content according to his mood and happenings in the episodes and also responded to consumers on Antarctica's official channels.
In the final episode, the message that Guto sends to Duda came from a consumer. Better, from a fan.
No Gogó also had a custom song for the series, that was published on Spotify, Youtube and Guto`s Facebook page.
The Spotify channel named "Batuque da BOA" also had Samba playlists as a tribute to the rhythm's centenary itself and to famous samba musicians.
On Instagram, we shared the backstage of the series with the consumers.
Youtube configuration: the brand's youtube channel was configured to make the user keep spending time inside the channel. We used annotations, final screens and playlists to increase the time users stayed watching our videos.
The campaign was the start of a mindset change for Antarctica as a brand. It stopped producing 30'' TV commercials to start producing branded content. This was its first integrated campaign, counting with the following channels: TV, Movie theaters, Facebook, Twitter, Youtube, Instagram, Spotify.
Results
11M impacts.
1M digital engagements.
96% of the comments were positive.
69% of the interactions came from young people (18-25 yo).
57M+ views and 65% of the public had between 18 and 25 yo.
Increase of Ad recall (45,6%) and Purchase consideration (9,5%).
Awards
2017 - Wave festival - Shortlist - Campanha Integrada / Branded Content
2017 - Effie Awards LATAM - Gold - Alcoholic Beverages
2017 - Clube de criação - Bronze - Branded Content
Responsibilities: social media strategy, content production on the set, content management, community engagement (as Guto).
Social Media Strategist / Community Manager: Leticia Xavier
Social Media Copywriter: Mauro Maedo
Social Media Art director: Hugo Luquetti
