Gnt Channel Promo, Case study DISCOVER YOURSELF by DDB Sao Paulo

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DISCOVER YOURSELF

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Alvaro Rodrigues
Art Director Marcelo Lobo, Guilherme Cunha, João Saraiva E Carlos Renato Rocha
Copywriter Rodrigo Dorfman, Rafael Ferrer, Carol Siper
Released March 2013

Credits & Description

Advertiser: GNT TV NETWORK
Agency: DDB BRASIL
Category: Best Use of Social Media
Executive Creative Director: Alvaro Rodrigues (DDB Brasil)
Account: Andrea Carneiro (DDB Brasil)
Copywriter: Carol Siper (DDB Brasil)
Motion Designer: Jefferson Menezes (DDB Brasil)
Copywriter: Rafael Ferrer (DDB Brasil)
Art Director: Renato Rocha (DDB Brasil)
Programmer: Ricardo Tolomelli (DDB Brasil)
Account Director: Cica Mattos (DDB Brasil)
Project Manager: Nelson Modesto (DDB Brasil)
Art Director: Guilherme Cunha (DDB Brasil)
Art Director: Marcelo Lobo (DDB Brasil)
Media Director: Renato Fachim (DDB Brasil)
Copywriter: Rodrigo Dorfman (DDB Brasil)

Effectiveness
On the first 10 days since its release, GNT Discover Yourself App was used for 4 million unique users. After the first month, that number had reached 5.25 million, with 6.25 million by the end of the campaign. An impressive 20% of all Brazilian women on Facebook were directly impacted.GNT Discover Yourself became the 85th most used Facebook App in the world during its first month, according to Social Bakers.Its success generated great repercussion on press and stimulated the creation of hundreds of parodies using celebrities and historical personalities, turning the App into an actual Brazilian internet meme.

Strategy
GNT is the main women-focused TV channel in Brazil. However, by June 2012 its audience was still mainly composed by upper-class women.To extend GNT’s reach among middle-class women, who tended to feel distant from the channel, we’ve launched a campaign showcasing all the different hats they wear as the multifaceted women they are, making the point that GNT was the right channel for all of them.To launch the concept, we made ads for print media where popular TV hosts each hand wrote different adjectives that best described themselves. The GNT Discover Yourself Facebook App was then released, making sure each and every woman could define herself just like that.The App was an immediate hit among women and quickly reached 6.25 million unique users in Brazil. Women from diverse social strata got in touch with the concept, contributing to GNT’s repositioning to its expanded target audience.

Execution
The campaign started with ads on Brazilian newspapers with nationwide circulation and weekly magazines, where GNT popular TV hosts each hand wrote different adjectives that best described themselves.Then, GNT Discover Yourself App was released on Facebook, allowing any woman to do the same the channel’s star hosts had done.Once the app was running, posts were made on GNT’s Facebook fanpage inviting women to discover their own self-defining characteristics. In Just a few hours the app started to spread via those who shared them on their timelines.