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Espalhe Guerrilla Marketing Team Shares Tips for Breaking Through in Social Media

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Make brands conversation topics
You have to be a specialist in turning brands into interesting, entertaining, new and courageous subjects. This "subject factory" is what we constantly aim for. … [For Brazilian soft drink GuaranĂ¡ Antarctica], we created cars "powered" by Facebook likes and comments. Every month, an earned media initiative moves proprietary channels.

Gustavo Fortes, Roberta Paixao and Cleber Martins
Gustavo Fortes, Roberta Paixao and Cleber Martins
Create multidisciplinary teams Our campaigns are managed by small multidisciplinary teams that organize themselves in one-week sprints. A committee of partners and directors participates only in the initial planning and then reviews the results of the team's work before it is brought to the client. This way, we guarantee a creative operation, integrated solutions and fast turnaround without losing sight of Espalhe's DNA.

Use PR techniques One third of Espalhe's professionals are journalists, to ensure that every campaign can be summarized into a strong headline and publicized as news. We tell stories; we don't publish press releases. We coined headlines such as "Halls pays tribute to fans of its green-grape flavor with busts made from 5,000 candies."

Focus on the result There's no point in being incredible if you don't deliver results. Our ideas always serve a briefing. Our budgets are presented alongside crystal clear goals and key performance indicators. On the proprietary channels we manage, we measure everything every day: We know the best times to publish a post, the topics and formats that yield results and how to optimize social media. Our performance is constantly compared to benchmarks and the competition.

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