We noticed that the international day of non-violence against women, coincidentally in 2016 was also Black Friday. The brand wanted to provoke a nation and make them talk about this deadly issue. But how could this cause speak louder than the biggest sales of the year? We noticed that even our clients turned to social media to demand us our best offers, so we used this as bait to start the conversation.

With a very limited budget on the morning of Black Friday we posted the offer. In a matter of seconds the post was flooded with negative comments, jokes and hundred of infuriated shares. People got angry. They felt victimized and started pointing out what they believed was wrong and demanded us to fix it. On real time we used the same words on their comments to reply each and every one with personalized answers, encouraging them to do the same and speak up against a problem that affected our nation in a much more dramatic scale: violence towards women must be reported. We included the telephone number for Línea Vida, the free of charge hotline to report cases of violence against women, and also a link for filing online reports. Later on, a video summarized our action including all their comments inviting others to join the cause.

-Our post reached more than 3,500,000 people on Facebook and Instagram and generated 220,000 interactions that included thousands of comments of people who understood the power of social media to report cases of violence against women.

-The most prominent personalities in TV, entertainment, journalism, media and sports talked about the action online and on live TV.

-More than USD$200,000 were generated on free press.

-Thousands of voices joined in on the brand's conversation about the importance of a nation that will no longer tolerate violence against women generating brand awareness for La Sirena.

-In spite of the action, the brand managed to increase their Black Friday sales by 1.9% compared to the previous year.

-During the most active season for retailers, our TOM increased 20% and the brand preference grew 32% in comparison to the last measurement.