Noisy quarantine: campaign for Rio Carioca generates an increase of 6,400% in the reach of the brand in the social media.

As soon as the quarantine began, there was an important shift in the distribution of Rio Carioca, a craft that communicates humor, opportunity and impact, always under the responsibility of 11:21 and with the concept "The spirit of Rio bottled".

Delivery became the main outlet for the brand's stock and direct sales to consumers made the campaign even more important to generate demand and quickly establish the new way of selling beer.

The agency and client then decided to intensify the posts and their impact, without deviating from the opportunity strategy that has been building their brand since the beginning, for almost five years. The fact that the brand already has a strong investment in a digital campaign that makes noise on the networks facilitated the new mission, since at that time digital became one of the only tools for advertisers.

The posts then intensified and all opportunities were taken advantage of with great impact and the ads took to Americanas' ecommerce first, then also Submarino de Shoptime.

Result: in 28 days, there was an increase of 6,400% - six thousand four hundred percent - in the reach of the campaign on social networks, Instagram and Facebook, totally organic. See the posts of the period and understand why this increase was almost unbelievable.