Fiat: The most valuable Tweet

Auto manufacturer Fiat used social media to drive organic interaction and engagement in Brazil.

Campaign details

Title: The Most Valuable Tweet Brand: FiatProduct: Fiat ToroIdea: Leo Burnett Tailor MadeCountry: Brazil

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months - 12 monthsLatin AmericaNon-specificAdults (26-55)MiddleFor media placement, no money was needed. Regarding the execution of the creative idea, one FIAT Toro was necessary, being given away to FIAT's fan.

Why is this work relevant for Creative Effectiveness?

FIAT leveraged social media as a unique platform for organic interaction, achieving record engagement through just one tweet. After losing...

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