If there was one thing we were clear about, it was that we had to promote it through social networks , so that users could help us spread the content organically. We also wanted to take advantage of the space that the format gives us e-mail to be able to explain the problem and thus be able to provide more data to users. We close the circle with internet display ; the bet was on native ads and similar supports such as The World Today , who wrote a post for the occasion full of criticism and irony that he spread through his channels.

We have tried to ensure that the level of segmentation of the campaign was as similar as possible, taking into account segmentaciones de intereses very well worked out cross-checks with audiences. In addition to constantly updating the cluster of users who were signing daily to deny them in the campaign (something very important in this type of campaigns to avoid generating frustration in the user with the mark for future actions).