Although not an official sponsor of the event, Vivo wanted to activate their sponsorship of the Brazilian women's teams during the Olympics, which is sponsored by one of our main competitors.

Our main objective was to be perceived as a supporter of women's sports when the topic was most critical, even as we were restricted from directly addressing the Olympics.

We also had a very limited production budget and heavily relied on available partnerships to create a compelling story.

With much of the discussion on women's sports being about financial support, we felt we needed to go deeper into the causes of the money disparity. We discovered that only 4% of all sports media coverage was about female sports through a UNESCO study. And with less exposure, less incentive for sponsorships, which in turn leads to lower investments and incentives for athletes to pursue their passion.

We could offer a fresh take on the problem by tackling the exposure issue. For that, we acted on two fronts: awareness of the situation by dramatising the "4%" data and an active effort to promote women's sports news on social media so that we could change publishers' behaviour by increasing their incentive to produce more stories with women protagonists. We used A.I. to hop onto social media conversations and offer women's sports news related to the topic discussed.

We studied online news consumption behaviour in Brazil and found that most of the traffic in the main outlets came from Twitter-shared links. Brazil-centred news was two of the five most commented Olympic-related news on Twitter worldwide, and the country tweeted 12 million times about the event.

With a limited budget, we chose to focus on the platform to leverage investment and have a more manageable data pool to work on.

We created a Twitter profile that could identify when the sport was being discussed and bring similar news on the topic, focusing only on women's sports. As a result, we addressed sports fans and tailored our approach to each conversation being had on sports. With that, we could expand the message's relevance while also promoting women's sports news pieces that, attracting more clicks, created incentives for publishers to expand their coverage of women's sports during the Olympics.

We got 97 media outlets talking about the movement, and, during the Olympics, one of the most prominent news outlets in Brazil had a 15-point increase in viewing of women's sports news. There was also a 641% increase in women's sports news audience compared to the last Olympics.

As for business impact, we were one of the most remembered brands of the Olympics even though we weren't sponsors, which was our project's primary point of contact with the audience. We even made it to the trending topics.

Overall, we got 67 million impacts and over 18,000 pieces of social media content, 97,7% of that being organic.