In Brazil, traditional media (especially TV) is still predominant. This makes it difficult for small brands to design their communication strategy, since TV is a very expensive medium. Given this situation, small players have always had a disadvantage when it comes to competing against big brands. But thanks to the exponential growth of the Internet and social networks, small brands have recently been able to extend the reach of their communication by relying on innovative content that can be shared by social media users as their main medium. As a result, the overall budget allocated for the production of creative content increased.

The strategy was based on the integration of several different online tools. It all started with a video created specifically for online platforms such as YouTube. Then, the #recyclekissfm hashtag unified all the advertising initiatives that were part of the project by working as the main link between the audience and the brand’s website. Finally, we relied on Facebook to spread the word about the campaign, with content that included everything from simple posts to promotions or information about the revitalization of public gardens, flower beds and parks (carried out through a partnership with the local community).

During the campaign, Kiss FM recycled more than 80 thousand shitty songs that were tweeted from all over the world (including those sent by rock’n’roll celebrities). And because each recycled song generated a flower vase, the station also managed to revitalize parks, flower beds and public gardens throughout the city. This led to a partnership with the local authorities, who committed to preserving the improvements even after the action ended. The project also generated more than R$ 5 million worth of spontaneous media on TV shows, websites, blogs and social networks. This is equivalent to the station’s communication budget for the next two decades. But the most important result was to activate the target by conveying a message of sustainability and environmental consciousness in an entirely new, unusual way (that is, without clichés).