Diva do Carnaval
Stone (2024)
Content Campaign
A social media mistake that became the biggest phenomenon of Brazilian Carnival.
During Carnival, Stone faced a crisis when personal videos of an employee were mistakenly published on the brand's channels. The topic trended and generated public pressure for an immediate response.
We chose a different path: turning Desi into a digital influencer. Dubbed the Carnival Diva, she took control of the brand's social media for two days.
The strategy was simple: join the conversation at the right moment, with the right content. The Diva interacted with the audience, did a “Get Ready With Me,” and experienced Carnival with real-time coverage.
The results, 100% organic, were resounding: Stone became the most commented brand during Carnival and increased its follower base by 296.46%, transforming a crisis into an exemplary case of reputation management.
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