Leticia Xavier

digital strategist

[xavier-leticia]

Coca-Cola & NatGeo’s #LivePositively

The Coca-Cola Company & NatGeo

I was responsible for planning and managing the social content production for Coca-Cola. The texts and images were made by Live Content and validated by me before final client approval.

Background:

Coca-Cola and National Geographic produced a 4 episode documentary – The Live Positively Series that was exhibited on NatGeo on 2013.

Our challenge was to create branded content about the four episodes of the Live Positively series. The main goal was to generate awareness about the series and lead Facebook users to NatGeo to watch the episodes.

The idea:

The main idea was to generate awareness of the series using it’s own emotional character in a digital environment. The social content was part of a bigger digital strategy that involved also Display Media pieces.

The content planning was divided in two steps: before (teaser) and during exhibition and the publishing calendar was planned aligned with the episodes dates on TV.

The content was made in three languages (English, Portuguese and Spanish) to be published on both Coca-Cola and NatGeo’s fan pages on Facebook.

The content production for Coca-Cola’s Live Positively campaign was made in partnership with Live Content.

[xavier-leticia]

The mindchanger workout

Paralympic Games – The Mindchanger Workout

I was responsible for planning and managing the social content production for specific campaigns for the Organising Committee for the Rio 2016™ Olympic and Paralympic Games. There was content being activated on Facebook, Twitter, LinkedIn and Youtube.

Background:

2016 is the year for Olympic and Paralympic Games in Rio de Janeiro – Brazil. Although, there is a resistance in Brazil when it matters about Paralympic Games. In here, the common sense dictates that any difference is a disability and people with some kinds of disabilities are worse than “normal people”. Our objective was to desconstruct this way of thinking showing how great the paralympic athletes can be.

The idea:

The main idea was to show to Brazil and the world how great the paralympic athletes can be.

The content planning was divided in two steps: the movie launch with a teaser character and later, the ticket sales.

The movie was published on the official Rio 2016 channels (Facebook, Twitter and Youtube) and also went viral by user and other publisher’s sharing.

I worked on the campaign social planning (channels), content planning and production, official publishing and report analysis.

[xavier-leticia]

NiQuitin - #nãofumetuíte

NiQuitin – #NãoFumeTuíte campaign on Twitter

NiQuitin Brasil was the first brand inside GSK to have a Twitter account, leading to a great recognition from Brazil’s team inside the company. Also, the main campaign of 2014 – activated on Twitter – was considered a global case study and published on the website “The Dose”, that showcases the best communications work from GlaxoSmithKline. Link: http://www.teamgskthedose.com/ogilvy-mather-brazil-case-study-niquitin-naofumetuite/ (login required).

Background:

Since 2012, NiQuitin’s Facebook fan page on Facebook has been a reference in the fight against smoking addiction. It provides an environment for help, support and tips, where users post encouraging messages among themselves.

In time, through a monitoring work, we began to notice that people would also use other social networks, especially Twitter, to talk about that issue. Also, no other brand from the NRT (nicotine replacement therapy) category would take part in these conversations.

Idea:

We picked May 31st – World No Tobacco Day and August 29th – National Day Against Smoking – 2014 to release our Twitter profile with the hashtag #NÃOFUMETUÍTE (#DONTSMOKEITTWEETIT). The idea was to stimulate people to replace a cigarette with a tweet whenever they felt the need to smoke. That way, users could talk about their difficulties and get support and encouraging messages from friends and other users who could be going through the same situation.

Knowing that this specific dates would naturally bring up conversations about smoking, we managed to promote the campaign in a contextualized and relevant way, helping people to fight their smoking addiction.

Specifics:

NiQuitin’s social strategy was based in a branded content that our target would identify with aligned with a great media plan. #NÃOFUMETUÍTE was a sponsored trend in both key dates and all of the campaign content was sponsored through keywords and interests segmentations.

Results:

*The hashtag was mentioned 12,115 times.

*@PortalBrasil, the government official Twitter channel, with more than 270 thousand followers, published several tweets using NiQuitin’s hashtag (#NãoFumeTuíte) on May 31.

*NiQuitin’s content had more than 1MM impressions and engaged almost 8.000 users.