Solution
Young people don’t like to follow brands; they like to follow characters. So, we created a persona that was like them: a Millennial.

First part: Their communication started on social media, where the brand’s Facebook began searching for a Community Manager with specific characteristics.

Second part: We found the Community Manager, a black cow (reflecting the black sheep that is always a teenager) who began communicating in a way that resonated with them.

Third part: A massive campaign that allowed us to explore the world of Millennials in an irreverent and rebellious manner.

Results
In the first stage, we received 170 applications to be a Community Manager for young people according to our target. Expectations reached a level where our Fan Page organically grew to 3 thousand people in a span of 1.5 weeks.

The second stage: Vacanegra became the character of the moment; its posts received between 300 to 780 average reactions. Organic reach ranged from 50 thousand to 120 thousand people according to the target, and it didn’t feel like they were following a brand.

Third stage: The campaign is remembered as the first of its kind; it broke with what was known in Millennial communication. For the first time, a massive campaign supported a digital campaign. Exclusive radio spots were created for Spotify, which, due to their great acceptance, ended up being used on radio stations with the highest acceptance among Millennials, etc.

The campaign led to a 23% growth in product positioning, and the sales decline halted at 3% within two months of the campaign.