Nestlé Moça is a brand committed to female entrepreneurship and is engaged on this subject throughout the year. On women's day we saw an opportunity to do something that would have a greater impact to generate visibility to the entrepreneurs we support.

On International Women's Day, Leite Moça's virtual avatar brought together 11 of the most popular avatars in Brazil in a single social profile. First Moça called up the virtual characters. The digital celebrities granted their social profile and spotlight to real women. Each avatar invited one inspiring woman to talk about a relevant topic on a live stream. The digital characters granted visibility to real women, generating awareness to important subjects, such as job market, entrepreneurship, overload and gender gap.

By inviting some of the most popular and influent avatars in Brazil to get together on Women's Day, we were able to gather a power of impact from social media profiles that have a very expressive fan base, which together reaches more than 101 million users on social networks. The strategy was based on data collection and is primarily made up of our brand's target audience: women.

First Moça called up the other virtual characters. It all started via Direct Message on Instagram with an invitation from Moça to other digital influencers to grant their visibility to real women. Each avatar invited one inspiring woman to talk about a relevant topic. The virtual celebrities granted their social profile and spotlight to real women. On March, 8th, International Women's Day, these women got together on a live stream on Instagram.

The idea of getting all the avatars and women together on Women's Day made a huge impact, earning more than US$1.2 million in free media and reaching more than 14,7 million impressions. Their fanbase together reaches more than 101 million users on social networks, delivering a important message to our community and to our primary target: women.