Celebrating Brazilian culture and one of its biggest parties, Carnival was the motto of Kwai’s latest campaign in Brazil. And to celebrate Carnival 2022 in style, the app chose one of the biggest icons of Brazilian music, the axé group It’s the tchan to release their new song “Encaixadinha” with an exclusive challenge on the platform.
The campaign started with the action # ÉOTchanNoKwai, who selected the best choreography for the band’s new song and brought together one of the first lineups of the group (Sheila Mello, Scheila Carvalho, Compadre Washington and Beto Jamaica) through technology and social platforms. A true nostalgia for the millennials who grew up listening to the band and who represent the majority of Kwai users in Brazil. The result will be an exclusive video clip in vertical format for the platform, full of Brazilians.
In its first phase alone, the media campaign has already impacted the equivalent of about a quarter of the entire Brazilian population, reaching more than 38 million impressions, more than 4.8 million engagements, a 66% improvement in CTR and a 900% increase in clicks on Facebook.
The success is due to the way in which the app is inclusive and encompasses all styles of music from all regions of Brazil. “Kwai is the face of Brazil and wants to be close and present in all relevant moments of Brazilian culture and celebration of the Brazilian people. We value national music, from axé to sertanejo, through funk and rock. It is a democratic and inclusive environment in every way”, says Claudine Bayma, Kwai’s marketing director in Brazil.
The challenge
The competition was great. With more than 200 thousand videos that totaled more than 800 million views, É O Tchan promoted an exclusive challenge to choose the choreography for the new single. Through a muted teaser video with as Sheilasthe call “Mysterious little box” generated expectation and curiosity in the public. The mystery came to an end on February 8, when the song “Encaixadinha” was released exclusively on the Kwai platform along with the challenge.
Throughout the challenge, the campaign ranged from performance media to actions with influencers, totaling more than 20 million followers, from different segments, from music, lifestyle, humor and even pets joined the dance. Kwai also brought a nostalgic strategy, with elements that arouse affective memories and with severalreferences to the groupwith pieces inspired by the band’s greatest hitsas or Caliph.
“The fruits of the partnership with Kwai have been very gratifying. Seeing our audience jumping into the challenge, listening to our music, is, without a doubt, the best return we could receive”, says Compadre Washington.
Participants had to create a dance and post a video of up to one minute with the hashtag #ÉOTchanNoKwai. The big winner was the ParaíbaJulia Brandsa 26-year-old dance teacher, who traveled to Salvador to record the clip alongside Compadre Washington and Beto Jamaica.
video clip premiere
“Our partnership with É O Tchan gave us the opportunity to offer users not only the consumption of content, but also participation in its production. With this, our campaign also reinforces the Brazilianness of the platform, with national icons connecting us in an authentic and relevant way with the Brazilian public, being present in its biggest celebrations”, concludes Claudine.
In the next phases of Kwai’s carnival campaign, the public will be able to watch a mini documentary accompanying the entireemotion of the winner Giullia, who made a dream come true by recording with the band. In addition, with the exclusive debut of the music video in the app on February 25th, the platform will also open a new carnival challenge called #Encaixadinha, inviting all users to share videos dancing to the new song with the chosen choreography.
“We are very happy with the repercussion of ‘Encaixadinha’. We already imagined how successful it would be to work with Kwai, but even so, we were surprised by the power of the application. The challenge was exciting and we are very proud of all the work developed”, completes Beto Jamaica.
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