For decades, entertainment in Brazil was related to TV broadcasting. Globo TV was the first one to establish a national network, back in the 60’s, and since then is an audience leader, detaining more than half of the viewer’s ratings.

Most artists had made their careers through the TV screen.

Last decade’s economical boom, though, has changed it. As the population now could afford notebooks, broadband and mobile devices, social networks became a whole new way of spreading content. Brazilians have the Latin America’s biggest average of hours spent online (Source: comScore Media Metrix 2013), and Facebook and YouTube are currently the top social networks.

It is a whole new opportunity for artists seeking an independent move, as it was for Porta dos Fundos, the biggest web comedy group in Brazil. In less than one year, their YouTube Channel has reached 140m views. It was the first group to obtain a massive audience through social networks only.

Brands are beginning to discover these talents, joining them to reach new audiences. Bis, the most popular chocolate in Brazil, with almost 5m fans on Facebook and the highest engagement rates in the category, was a pioneer in this subject.

Our brief asked to create the launching campaign for the new Bis Yogo during Carnaval, a four-day party where people barely stay online. Only causing a huge impact would make us succeed in such a short period.

So we decided to invite Porta dos Fundos to make a typical Carnaval song, mocking the usual lyrics of the sambas. We believed that the Carnaval itself would be the only subject to draw people’s attention.

Media and content helped gaining reach. Facebook posts activated the video posting parts of the lyrics or showing the group members. YouTube TrueViews also composed the plan.

The video reached more than 1m views on YouTube in only 14 days, an impressive number for a branded 5' video. The organic access reached 1/4 of the total views. And the spontaneous media value reached 5 times the amount invested.