Insight
After being target of racist soccer fans, Neymar Jr decided to manifest himself. The agency’s challenge was to reach as many people as possible with the objective of sending a message against racism, raising a discussion about the subject.
At a first stage, the campaign’s target-audience was Neymar Jr’s followers on Instagram, Twitter and Facebook. But it wanted everyone to discuss racism.
The insight came from something everybody learns at childhood: a nickname only sticks if you show you’re annoyed by it. With this, Loducca Publicidade created a humorous campaign to take the weight off the word “monkey” and unarm racist soccer fans with the #somostodosmacacos.
The campaign was relevant because it initiated a debate about racism that hadn’t been seen in a long time, engaging ordinary people, celebrities and a good part of the press.
Strategy
The campaign’s strategy was very simple: use Neymar Jr’s influence on Twitter, Facebook and Instagram to start a worldwide campaign against racism. And since Neymar Jr is a cheerful and fun person, the communication followed that line. In a good-humoured way, it took the power from the word “monkey”, unarming racist soccer fans. It’s as you learn as a child: a nickname only sticks if you show you’re annoyed by it.
Execution
The creative idea was based only on posts on Neymar Jr’s social network. Initially, this was the only channel. But then, spontaneously, the campaign turned into several newspaper’s and magazine’s covers all around the world. Besides this, many TV hosts joined in the campaign and ate bananas live on their shows.
Results
Right after Neymar Jr launched the campaign, thousands of people posted pictures with bananas and the #somostodosmacacos and the campaign spread worldwide. Several celebrities joined in, including Brazil’s president, Dilma Roussef, and the Italian Prime-Minister, Matteo Renzi.
The objective was reached and a big debate about racism rose not only in Brazil, but all over the world. The campaign generated over 6 million interactions led by Neymar Jr on the social networks and was the cover of several newspapers and magazines from all around the world. On TV, many hosts ate bananas on their shows.
- 1.5 million+ interactions in a single Neymar Jr Facebook post
- 16 million+ campaign mentions across the internet
- Estimated $49.5m in earned media.