Facing a Hater (EN)

7 out of 10 GenZ claim to have received attacks on social networks.   Starting from this insight, we decided to transfer the imprint of the global #IloveYouHater campaign, where all the pieces were starring real artists and athletes who…

Facing a Hater (EN)

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7 out of 10 GenZ claim to have received attacks on social networks.
 
Starting from this insight, we decided to transfer the imprint of the global #IloveYouHater campaign, where all the pieces were starring real artists and athletes who had received real insults in networks, to our target: the Argentine GenZ.
 
To achieve this, we decided to do a social experiment, which consisted of two stages.
 
The first stage was of layering, where we screamed the Sprite Twitter account, downloading more than 5MM of tweets, with which we trained a Machine Learning Algorithm to differentiate between aggressive and non-aggressive tweets. Thus we generate two great bases: the aggressors and the attacked.
Then we use Natural Language Understanding Techniques and detect 5 topics: Body Shaming, Ideology, Trolling, Gender Warring and Identity.
And finally, taking the base of aggressors, we perform a scoring based on the number of insults and topics addressed, to determine the most active Hater.
 
In the second stage, we contacted the hater and invited him to participate in a Sprite action without debating what it was. And at the same time, we contacted dozens of their victims who we told them what was going to happen in the action and asked for their complicity.
 
The idea was to get an emotional piece to share on social networks and invite everyone to reflect on cyberbullying under the concept of the campaign “It’s hater season. Stay fresh ”
 
And the results were overwhelming:
+ 1MM Interactions
+ 30MM reach on Twitter
# 1 Trending Topic
+ 20MM pesos in return in press
0 Zero media investment

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