Brief: Disseminate Planet Hemp's Biography on social media

Situation: The algorithm of social networks blocked the publication of the book on Facebook and Instagram because of the word Hemp.

Objectives: Promote the Planet Hemp biography to your audience, engage the debate about algorithm censorship on social media and, consequently, sell the book

A STORY OF CENSORSHIP

Planet Hemp is one of the biggest bands in Brazil in the 90's. Their songs about legalization appealed to their audience, but not to authorities. So they were arrested.

First, they censored the band. Later, their biography. Due to the word HEMP in the name of their official web page, social media algorithms kept their content from being sponsored and their book from being promoted.

THE HACKING

To escape repression, we created countless pages that replaced the word HEMP with synonyms that have not yet been blocked by the algorithm. This way, we were able to sponsor the promotion of the book and make it actually reach people.

DEBATE AND SALES

With the new web pages, we were able to promote their biography and spark a debate on censorship. Social media was on fire, and it caught the attention of fans, other celebrities, and the media.

In Brazil, Marijuana is not legalized and Meta's algorithm on social networks blocked the publication of the book due to the word "Hemp". But our objective was not to sell or make an apology for Marijuana, but to promote the book and history of one of the greatest bands in Brazil to the community and fans. To hack the censorship, based on the identified data, we created several pages replacing the word Hemp with other synonyms not blocked by the algorithm. Using words and expressions used by the cannabis public to game the system. With that, through low investment in media, we were able to reach people and raise the debate about censorship, gaining spontaneous media, promoting the book on the networks and selling the entire first edition of the book.

In Brazil and in the world there are many expressions to talk about marijuana. People use different synonyms for hacking repression without using the expression Hemp. As Meta's algorithm blocked the word Hemp, present in the name of the band's Biography, we used the same strategy to hack social media censorship and reach fans, the cannabis community and its target audience. We created several new pages replacing the word Hemp, such as: Biography Planet 4:20, Green, Mary Jane, Weed, Joint, Ganja, Blunt, Based, Brenfa, among others. With this, we were able to promote the posts with media and reach the target audience and gain visibility for the book. And so, we opened the debate about censorship on social networks, the press, influencers and, consequently, the sales of the first edition of the book sold out.

Engagement of fans, cannabis community and target audience.

We were able to promote the debate on algorithm censorship on social media.

Spontaneous media. Gain the attention of the press and influencers. All this with an extremely low budget.

65 MM Impacts

78% An increase in conversations on the topic

3.8 MM Earned media

SOLD OUT - 1st EDITION OF THE BOOK

After the repercussion, Meta admitted that the ads were blocked improperly and corrected the "error".