Tigre, leader brand in the civil construction sector and more than 80 years in the market, losts its relevance with the younger public, whose assembling their houses, or start a construction.

These new consumers don’t watch TV and consume content on the traditional media anymore. We have to connect to them showing Tigre has all the solutions to those who’re building a house or renovating it. Then, we should be where this audience were: on social media, memes, discussions from a particularly Brazilian theme when the subject’s construction: gambiarra. And what’s gambiarra? A Brazilian talent! The art of improvising on the cheap. In clear words: jury-rig, quick fix, do a MacGyver.

Objectives: to place Tigre back on the digital environment, joining chats about subjects related to the brand core, such as construction, renovation, hydraulic, and finishing, showing a modern view about these themes, and presenting appropriate solutions for each situation.

Brazilians love a gambiarra!

And when Brazilians like something…They have no limits!

For unmasking the origins of this authentic national heritage, Tigre, leading brand in civil construction solutions in Brazil, created: The Gambiara Hunter.

It’s a project born and taken place on social network and is part of all Brazilian houses: gambiarra.

Gambiarra is on social media creating chats and memes. And it was there where our series started: we asked people to send their homemade gambiarras.

Among dozens, we chose four of them to get to know their origins and their creators.

We went to their home to listen their stories and show that the most bizarre gambiarras can be fix with Tigre.

Gambiarra Hunter made an incredible achievement: making an ad, without looking like it’s an ad. Presenting real stories that value the storytelling and the context of people to offer brand content with entertainment.

• Data gathering

October 1st until December 19th, 2021

• Target audience (consumer demographic / individuals / organisations)

Demographics: both genders, ABC, 25+, interests in Building Supplies, Renovation, Engineering and Architecture, Interior Design, Decoration, Installation, and Repair.

• Relevance to platform

Tigre YouTube Chanel with 74.8K subscribers

Main network for the episodes: YouTube. Social network communication: Facebook, Instagram, and Twitter.

• Approach

CTA for video view leading to the Episodes

• Implementation

Media boosting in pieces through all the disclosure platforms and episode transmissions, with the main goal the Videos Views, and secondary goal Reach / Awareness.

• Timeline

Start: October 1st until 7th, 2021

Warm up: October 15th until 22nd, 2021

Episode 1: November 3rd until 19th, 2021

Episode 2: November 12th until December 5th, 2021

Episode 3: November 22 until December 12th, 2021

Episode 4: November 29 until December 19th, 2021

Extra content: December 17th until 20th, 2021

• Placement

Youtube

• Scale

33 pieces

R$ 800,000 media investments

• Reach: 138 million impressions

• Engagement: 25 thousand interactions (85% of positive mentions)

• Sales: it was not the goal of the campaign

• Achievement against business targets: The main goal the Videos Views, and secondary goal Reach / Awareness.

Our Achievements are:

- 49 million views

- 25,000 interactions (96% effective, 85% positive ones)

- Increase of 20,000% engagement in relation to the same period in other months

- Outright record of engagement in the civil construction sector