Campaign Summary

Nestlé's Moça brand, committed to female entrepreneurship, launched an innovative campaign on International Women's Day. The brand's virtual avatar, Moça Virtual, united 11 popular Brazilian virtual avatars on a single social profile, lending its platforms to real women for live discussions on crucial topics such as job market, entrepreneurship, and gender equality. This unique approach not only increased brand visibility but also highlighted significant women's issues, resulting in substantial earned media and social media impressions.

Strategy

Objective

The campaign aimed to promote engagement for Moça Virtual, establishing the brand as a recognized digital influencer and advocate for women's causes.

Context

Moça, a brand committed to female entrepreneurship year-round, saw an opportunity on Women's Day to create greater visibility for the entrepreneurs they support.

Target Audience

The campaign targeted Brazilian women aged 25 and above who are active on social media. By collaborating with popular virtual avatars, the campaign reached a combined audience of over 101 million social media users.

Creative and Media Strategy

On International Women's Day, Moça Virtual united 11 popular Brazilian avatars on a single social profile. These digital celebrities lent their platforms to real women, hosting live streams to discuss pertinent women's issues.

Execution/Use of Media

The campaign execution included:

1. Inviting popular virtual avatars via Instagram's direct message
2. Hosting live streams featuring real women discussing crucial topics
3. Allocating 75 percent of the budget to real influencers and entrepreneurs participating in the livestream
4. Using 25 percent of the budget to boost the virtual avatar and real women encounter

Business Impact

The campaign achieved impressive results:

• 432 percent increase in influencer quality equivalent media value (IQEM-V) compared to the previous year's target of 10 percent
• Organic reach expanded from 100,000 users to over 7 million through proprietary channels
• Potential impact on more than 28 million Brazilians
• Featured in more than 18 media outlets, including an exclusive piece in Forbes Brazil

The "Better Together" campaign significantly elevated Moça Virtual's status in the digital influencer space:

• Established Moça as a pioneer in the culinary and food niche as a virtual persona
• Positioned the brand as an influencer of behaviors and social agendas
• Generated over $1.2 million in earned media
• Achieved more than 14.7 million impressions
• Registered as the largest female meet-up of virtual avatars on International Women's Day

This innovative approach not only revitalized Moça's brand image but also set a new standard for using virtual avatars to address real-world social issues. By bridging the gap between digital personas and real women's experiences, Moça demonstrated how brands can leverage technology to create meaningful social impact and engage with contemporary values and audiences.