In 2013 as Head of Strategy at KOAN agency, the digital agency of mindshare I was briefed by our client back then, L’Oréal to help them position a deodorant brand recently launched by Garnier. We first activated the brand on social media through the hashtag #YOSUDOCUANDO “I sweat when…” by opening a brand expression platform for the user. A real and empathetic human insight that facilitated to viralize our concept and brand message. 50 thousand people joined the conversation during this unique campaign and positioned itself as trending topic. Gained 24 K new fans on FB and 20 K new followers organically on twitter and 311 million impressions by paid media. A video was then produced with the users most popular comments during the campaign reaching over 16 K views. I was responsible to lead the business, co-create the concept and content platform with the Art director, lead the creative and project management teams, build the presentation, present the idea to the client and ensure the successful implementation of the campaign.