When it comes to chocolate, everyone is part of the target audience. We had already decided that soccer was the right subject to talk about the brand’s platform idea in Brazil. Neymar Jr’s name came as the most obvious choice to do so. Besides being the greatest soccer player of our time, he also has an amazing reach both in social media and among national press. Everything he does draws lots of attention. So we’ve started thinking: who is Neymar Jr when he is hungry? The challenge was to show that even soccer stars are prone to make questionable decisions when hunger strikes. The creative idea was to use his poor singing skills, widely mocked by his friends and fans, to do so. Long story short: we’ve convinced Neymar Jr to publicly announce a professional singing career.

This project was all about planning. The right story, the right media and especially the right timing. We had a very simple - although clever - execution. We designed a timeline with when and how each post would get published. But the target reactions were always in real time. So, along with that, we had a team 100% focused on the audience reactions covering social listening and press monitoring. Regarding the posts published, we wrote all of the copy and the scripts, but Neymar recorded everything by himself, to make it look as real life as possible. That combined with an 100% social media based strategy made the idea escalate to a lot of other different medias, including radio and TV.

Making a lot of noise was part of the brief. But the activation sure managed to surprise everyone with the amount of earned media: more than 8.2 million dollar without any investment in ads.We’re talking worldwide attention. The brand platform idea gained a colossal dimension in Brazil.

Here are some of the extraordinary numbers:

- More than 520 articles in brazil alone telling the story, with thousands of shares.

- Multiple mentions in the main international sports publishers

- More than 15.6 mm video views (12 mm in one day)

- More than 6 hours in trending topics worldwide

- 1.1 billions of prints

- More than 17k results for the word “Neymusico” featured on Google

- Organic appearance with the biggest digital influencers in Brazil: Felipe Castanhari (2.7mm followers), Kibeloco (2.4mm twitter), Não Salvo (1mm followers) and many others.

- 50% increase in the search for Snickers on Google