Social and Influencer > Social Insights & Engagement
GARAGE, Sao Paulo / BELAS LETRAS / 2023
Overview
Credits
Why is this work relevant for Social & Influencer?
The work's strategy is 100% focused on the social platforms of Facebook and Instagram. From the wrong identification of Meta's algorithm (later admitted by them) we traced the solution to our problem based on data, context, relevance and pertinence with the public (fans, communities, influencers).
Background
Brief: Disseminate Planet Hemp's Biography on social media
Situation: The algorithm of social networks blocked the publication of the book on Facebook and Instagram because of the word Hemp.
Objectives: Promote the Planet Hemp biography to your audience, engage the debate about algorithm censorship on social media and, consequently, sell the book
Describe the creative idea
A STORY OF CENSORSHIP
Planet Hemp is one of the biggest bands in Brazil in the 90's. Their songs about legalization appealed to their audience, but not to authorities. So they were arrested.
First, they censored the band. Later, their biography. Due to the word HEMP in the name of their official web page, social media algorithms kept their content from being sponsored and their book from being promoted.
THE HACKING
To escape repression, we created countless pages that replaced the word HEMP with synonyms that have not yet been blocked by the algorithm. This way, we were able to sponsor the promotion of the book and make it actually reach people.
DEBATE AND SALES
With the new web pages, we were able to promote their biography and spark a debate on censorship. Social media was on fire, and it caught the attention of fans, other celebrities, and the media.
Describe the strategy
In Brazil, Marijuana is not legalized and Meta's algorithm on social networks blocked the publication of the book due to the word "Hemp". But our objective was not to sell or make an apology for Marijuana, but to promote the book and history of one of the greatest bands in Brazil to the community and fans. To hack the censorship, based on the identified data, we created several pages replacing the word Hemp with other synonyms not blocked by the algorithm. Using words and expressions used by the cannabis public to game the system. With that, through low investment in media, we were able to reach people and raise the debate about censorship, gaining spontaneous media, promoting the book on the networks and selling the entire first edition of the book.
Describe the execution
In Brazil and in the world there are many expressions to talk about marijuana. People use different synonyms for hacking repression without using the expression Hemp. As Meta's algorithm blocked the word Hemp, present in the name of the band's Biography, we used the same strategy to hack social media censorship and reach fans, the cannabis community and its target audience. We created several new pages replacing the word Hemp, such as: Biography Planet 4:20, Green, Mary Jane, Weed, Joint, Ganja, Blunt, Based, Brenfa, among others. With this, we were able to promote the posts with media and reach the target audience and gain visibility for the book. And so, we opened the debate about censorship on social networks, the press, influencers and, consequently, the sales of the first edition of the book sold out.
List the results
Engagement of fans, cannabis community and target audience.
We were able to promote the debate on algorithm censorship on social media.
Spontaneous media. Gain the attention of the press and influencers. All this with an extremely low budget.
65 MM Impacts
78% An increase in conversations on the topic
3.8 MM Earned media
SOLD OUT - 1st EDITION OF THE BOOK
After the repercussion, Meta admitted that the ads were blocked improperly and corrected the "error".
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Despite Brazil being recognized worldwide as a free country, repression on certain issues is still strong. Marijuana is one of them. It's not legal around here. To circumvent the authorities, many synonyms of Hemp are used by the cannabis community to escape the ban and avoid problems, such as: 4:20, brenfa, joint, green, boldinho, joint, herb, beck, among many others.
More Entries from GARAGE
5 items