•Situation

@Villapai, a 23-year-old influencer, asked Refisal to bring back Salimon, a specific salt flavor it had pulled from the market years ago. Young adults between 18-25 years old joined him with thousands of comments under the hashtag #Refisaldoit

• Brief

What the F&%ck do we do? This brand never has its socials filled with comments and it woke up one day with thousands of them asking them to bring back Salimon. Every type of content on its feed has messages that say bring back Salimon #Refisaldoit.

• Objectives

Capitalize what everyone is going after, which arrived at the brand’s doorstep without it even having to go after it: we´re talking about young adults between the ages of 18-25, and we know

it´s very difficult for them to connect with a brand. Even more difficult when it’s a salt brand that has been around since 1956.

The idea started with a question: how many comments are millions of comments? The answer: 198.851 comments in 24 hours.

So, we thought, what if we turn every single ask comment into a Salimon saltshaker and we take all of them to @Villapai´s house so that he can sell them himself to those who joined him in this ask. It´s fair, it´s fun, and it´s very much TikTok.

The strategy was to act in an agile way because this was an opportunity to capture a new audience for the brand.

We conducted a social media metrics analysis where we visualized each ask. With TikTok as a partner, we mapped @Villapai´s audience and the users that reach out to the brand. We found 72.5% were users between 18-25 years old and 15.70% were 25-40 years old. All of them from different Colombian cities spanning almost 60% of the country.

With this analysis we clearly answered out strategic question: how many comments are millions of comments? The answer: 198.851 comments in 24 hours.

On February 1st, 2024 @Villapai uploaded a video spontaneously asking for Salimon´s comeback. On February 2nd Refisal´s brand director contacted the agency and briefed them on the problem or, rather, the opportunity. That same day, the agency asked: how many comments are millions of comments? The answer: 198.851 comments in 24 hours.

On February 5th @Villapai was contacted and told that the brand was going to be delivering a big surprise to him and asked if he wanted to work on the campaign. He accepted.

From that day on until April 21st, the brand managed to get all the ingredients needed for Salimon in only 15 days, stopped factory production for 20 days in order to have the product ready, designed the label, planned the partnership with the delivery app and structured all the content to be shot right after @Villapai agreed to sell all the product from his home.

• 50,8M Views.

(+300% Above clics)

• +800% Completion Rate

• +3800% Increase in social media interactions.

• +200k New Followers.

• 96,4% Positive Sentiment

• Salimon sold in one day what the brand sells in a month.

• Sold out in 48 hours in Rappi.

(198851 salt shakers delivered).