We started by studying the cultural tensions among Samsung’s audience: Brazilian millennials from ABC social classes.

Although women equality has finally surfaced as a discussion in Brazil, the world of technology is still a paradigm.

Technology is a male dominated area: only 20% of tech professionals in Brazil are women and they have up to 65% salary gap difference from men (PNAD 2017); in online gaming 50% of women that play are sexually harassed (Game Brazil Research 2017); and women that become entrepreneurs in Brazil make 28,5% less than men-lead businesses (SEBRAE 2017).

We decided to create entertainment that, more than just raise the issue about gender equality in technology, would show how women in tech actually made it through: how they dealt with prejudice, what were their survival strategies, and what they were doing to change this context.

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We had great results for the brand in social media so far:

57% of retention rate on episodes.

+8M views on the first episode in the first week.

77% positive comments in the first 10 days.

+10M views in the first week of the Trailer.

Also on YouTube, we had 56% of positive interactions of people complimenting the initiative, identifying with the message and supporting the content.