Every March 8th, International Women's Day, TV channels and streaming services create campaigns celebrating women. All of them, including FOX, use their own protagonists as examples to be followed. This year, FOX set a new course. Inspired by the sisterhood movement - women supporting other women, no matter who they are - Fox decided to celebrate the incredible women of competitors' shows, such as HBO's Daenerys Targaryen, Netflix's Jessica Jones and Prime Video's Mrs. Maisel.

Our endgame was to start a sisterhood movement between brands and between viewers.

To pay homage to the amazing women of fiction that aren't part of FOX, we created a three-tier campaign. A TV spot started the campaign, by uplifting the women of HBO, Netflix, Prime Video and several other competitors. Online, we posted on Fox's social profile a set of posts celebrating the most popular characters of competitor channels. Also, we created twelve short-form online videos directed at the competitor's social profiles, thanking them for supporting amazing female characters.

Our campaign was directed to all Latin America. So, we created a unique hashtag to connect all of our campaign: #TodasporTodas, a slogan understandable both in Portuguese and Spanish. It can be translated as All Girls for All Girls.

More than a hashtag, it was a feminist mantra, inspiring women to practice sisterhood in their everyday lives. Our creative executions set an example: if FOX can support women that are supposed to be their enemies, why shouldn't you?

For one entire day, that's what FOX did. A huge push for sisterhood in Latin America.

For 24 straight hours, we used all of Fox's Latin America channels and social media accounts to promote women of competitors' TV channels and streaming services. A TV spot celebrated several of these women. Facebook, Instagram and Twitter posts drove viewers to watch NETFLIX, HBO and PRIME VIDEO shows. In addition, online short-form videos directly thanked companies which support incredible women.

A coordinated effort to get people talking about our campaign and, most importantly, to set an example: to show the power of sisterhood.

We understood that when you give love, you get love back. In just one day,

40 million impressions

32.4 million people reached

3.5k brand mentions

141 thousand online interactions

273% more views than planned

93% positive buzz

12 competitors brands answered our campaign - 100% response

All of that on a $26.4K media budget.