In Brazil, branded content is an unusual kind of advertising. Companies are still very attached to traditional media buying formats, mainly in open TV. The is no specific regulation about branded content, except that TV stations will hardly broadcast content produced by a brand without the brand paying for it. The same goes for radios. But branded content is starting to grow online, where brands feel more free to experiment and content distribution channels have less restrictions.

Veja commissioned the greatest carioca funk diva - Valesca - to create a song (the cleaning anthem). A videoclip was created for this song and a radio app with the best music to clean along, with cleaning tips from Valesca.

In order to announce this partnership for influencers and journalists, we hacked the iconic Veja pack to play musics from the radio app when in use.

The music was such a big hit, Valesca decided to adopt it as the work song for her new album. It played in radios and nightclubs all over the country. It became pop culture, with many parodies of the videoclip receiving thousands of views on Youtube. Even Brazilian president Dilma Roussef used a line of the song on her campaign.

The video had 10MM views on Youtube, 70% organic. The app had 50% more downloads than predicted. Campaign mentions on the press generated U$ 500,000.00 worth of earned media.