While trying to figure out how to speak with young people as a 150 years old brand we found out that the way to greatness was hidden inside of them all along. For the last 25 years, Nestlé has been one of the biggest sponsors of brazilian female volleyball (a national pride) and its current team, Nestlé Osasco, is the one with the best young players.

The idea was to refresh Nestlé's name by enhancing the name of their athletes in a way every young folk love: music videos and reality show.

With two of the coolest names in national music industry, female rapper Karol Conka and director Kondzilla (owner of one of the most influential YouTube channels of 2016), a exclusive song and music video featured the players - along with a webseries about their life and achievements.

Nestlé athletes became national stars.

IMPLEMENTATION

A music video followed by a 6 episodes (5') webseries.

TIMELINE

The timeline followed the most important volleyball championship in Brazil so the buzz around the content was almost all earned. After the music video was released, a strong social media campaign kept the fire lit until the webseries came out.

PLACEMENT

The music video was released on the biggest music channel in Brazil - Kondzilla - with over 12 million subscribers. It was also released on Nestle's channel.

SCALE

The launch of the video being on the Kondzilla and Karon Conka's youtube channels combined a social media strategy the campaign reached national scale.

• Reach: 65.272.989

• Engagement: 237.695

• Impact: 197.866.977