Leo Burnett TM São Paulo


What is the best option for a brand, a Celebrity or a Digital Influencer? In Brazil, the great celebrities are soap opera stars. On the other hand, everyone follows digital influencers. So we decided to create the Influencelebrity. We hired a first-tier star as brand ambassador and created a role for her in the most popular soap opera. In the story, she became the digital influencer Vivi Guedes. Then she came to life with a real social media profile, amassing nearly 3 million followers and creating a level of engagement that surpassed some of the most popular digital influencers in the world.

Date created: August 2019 2019-08-01T00:00:00+0100
Date published: 25 August 2020 2020-08-25T14:03:39+0100


Annual 2020 ShortlistInfluencelebrityPR



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