The Women's World Cup is the pinnacle of football and player engagement, but for Brazilian TV networks, it's not always a priority. During the last World Cup, these networks sent 83% fewer reporters to cover the Women's World Cup compared to the previous year's coverage of the men's tournament. Not even the negative social media backlash prompted them to increase their coverage. As the official sponsor of the Brazilian women's team for the past 25 years, Guaraná Antarctica couldn't stand idly by. That's why we capitalized on the fact that the Brazilian community abroad celebrates finding the soft drink in Brazilian stores and restaurants, and with 20,000 Brazilian residents in Australia, we invited them to become International Correspondents.

Brazilian TV networks sent 83% fewer reporters to cover the Women's World Cup in Australia than they had sent to cover the men's World Cup in Qatar one year earlier. When Guaraná Antarctica learned that mainstream media wasn't to cover the championship, the soda brand decided to take action. To do so, it spread job ads throughout Australia, inviting the 20,000 Brazilian residents living there to become International Correspondents. Participants signed a real freelance contract, received a ticket to the game, and a reporting kit including a shirt, hat, and microphone cover. They could register via DM on Instagram or directly at our broadcast van, which was located at previously informed and advertised places. When they posted, all content was gathered under the hashtag #olhapraelas.

Guaraná Antarctica, having sponsored the Brazilian women's national team from the very beginning, expressed discontent upon discovering that Brazilian broadcasters were reducing coverage of the Women's World Cup by 83%. Recognizing the inadequacy of simply dispatching reporters from Brazil to Australia, we devised a new approach. Our strategy involved targeting Australia directly and encouraging its 40,000 Brazilian residents to become International Correspondents. Job advertisements were distributed in Brazilian community hotspots like Brazabarber, Pastel & Bossa, and Augusta. Moreover, we engaged with Brazilian immigrant communities abroad through WhatsApp groups, appealing to their participation as well. To maximize our outreach, we mobilized our broadcasting van to cross the entire country. The goal was clear: to reach just 1% of this audience and achieve a broader coverage than what could be accomplished by traditional journalistic means.

Guaraná Antarctica went to Australia to call on the 40,000 Brazilian residents there to become International Correspondents. We spread job opportunities all over the country, including places usually visited by the Brazilian community, such as Brazabarber, Pastel & Bossa, Augusta, and many others. Additionally, we joined WhatsApp groups that bring together Brazilian immigrants abroad, also calling on everyone there. To further expand our reach, we put our broadcasting van on the road throughout the country. If we could reach just 1% of this audience, we would have much broader coverage than we could afford by sending journalists.

Let's not forget that the World Cup is all about competition. So, here are some winning results. Guaraná Antarctica wasn't the official sponsor of the Women's World Cup, but it saw a search interest spike of 2132%, surpassing the official sponsor, Coca-Cola. In addition, we co-created 3300 hours of content, compared to the main TV broadcaster's 760 hours. And the standout: 1250 Fan Reports versus a mere 95 mainstream reporters. The viewership of the Brazilian women's team reached 1,300%.