Audio is a vital part of the TikTok experience. Thinking about that, we brought the most iconic voice in Brazilian sports onto the app using the "text-to-speech" tool, developed through artificial intelligence technology from original recordings with the character himself. With Galvão Bueno's voice on TikTok, users had the opportunity to narrate any situation in their daily lives naturally, without sounding robotic and with all of his most famous jargon. For the first time in history, the audience had the chance to take hold of Brazil's most well-known voice and use it in their own creations.

No translation available as it is a tex-to-speech tool to creation of user-generated content.

Soccer holds a significant position in Brazilian culture, as it is the country's most popular sport and part of its cultural identity. The World Cup unites Brazilians, and the tournament provides an opportunity for the nation to rally behind their team and celebrate their culture. Brazil's team entered the competition as a favorite, and expectations were high, creating an ideal scenario for TikTok to engage with its users and boost video views and creations.

However, the brand faced the challenge of creating a campaign that would resonate with all users while adhering to the restrictions imposed on non-official sponsors of the event. The campaign aimed to provide incentives for users to create and consume content, while still being relatable and respectful of the event's limits.

By striking this balance between context and the tool, we wanted to drive user engagement and boost our brand presence during the World Cup.

• 103,5M impacts on target: 16.6 frequency, total 1.6B impacts (+45% vs. target)

• Video creation & video view on #FalaGalvao: 2.2M creations (target 1M) & 7B Video Views (target 4.1B)

• Most popular push notification of 2022 in Brazil: 2.6M clicks (norm 800k) and 2.77% CTR (norm 0,65%)

• Most impactful app store partnership campaign of 2022, generating 127k additional downloads at zero cost

• 15% publish increase and 7% TTS penetration increase vs. pre campaign period.

Brand Health Tracker (recognized vs. non-recognized):

• Second highest awareness (67%) and highest brand recognition (44%) among all marketing campaigns of 2022 in Brazil

• 1.1M New Users (target 127k) & 900k reactivations (target 161k) directly generated by the campaign

After a recording process of hundreds of phrases and phonemes with Galvão Bueno himself, we brought his voice into TikTok. Through the use of artificial intelligence and voice modeling, we spent a period training the tool so that it could speak Portuguese jargon and words with the correct accents and intonations, as well as the peculiar characteristics of Galvão Bueno's narration style.

The use of artificial voices is already common in technology, but they are generally "generic" voices that become famous for being digital and pre-recorded voices. In our case, it was the opposite - we brought in an iconic human voice that could narrate any type of typed text, giving endless creative possibilities for the TikTok community.

Galvão Bueno has been the main commentator for every World Cup in Brazil since the 1980s. He has been the voice that narrated all of the major sports moments in recent Brazilian history, from victories to the death of Ayrton Senna. From the fourth championship and the fifth, to the humiliating 7-1 defeat against Germany in the 2014 World Cup. Bueno's retirement after this year's tournament has added great attention to the interest in this project. This campaign used Bueno's voice as the centerpiece and effectively blended product and brand elements. The collaboration showcased how technology and creativity can come together to bring unique experiences to users, from narrating diaper changes to recipes being cooked.