Reckitt Benckiser: Palmas Pelo Brasil(Clap for Brazil)

Case Study: “Palmas Pelo Brasil” – Global Public Health Initiative & Digital Launch

The Challenge: Rapid Response to a Public Health Crisis

During the Zika virus outbreak, Reckitt Benckiser (RB) and the brand SBP needed to move beyond traditional advertising to provide critical, life-saving education. The challenge was to create a digital hub that could scale rapidly, supporting a high-spirit cultural movement led by Brazilian superstar Ivete Sangalo, while ensuring the three-step prevention message remained the core focus.

The Action: Orchestrating the Digital Ecosystem & QA Lifecycle

In partnership with Havas Worldwide Brazil, I spearheaded the digital execution of the “Palmas Pelo Brasil” (Clap for Brazil) campaign. My role focused on the end-to-end management of the campaign’s digital destination, serving as the central “placeholder” for national engagement.

• Strategic Scoping & Planning: Defined the technical requirements and project roadmap to align with a high-velocity media launch.

• Cross-Functional Agency Leadership: Acted as the primary liaison between all internal Havas branches (Creative, Social, and Strategy) to ensure brand consistency and message clarity.

• Rigorous QA & Deployment: Led the Quality Assurance (QA) phase to guarantee the website could handle massive traffic surges from the music video launch while maintaining an optimal user experience.

• Stakeholder Management: Navigated the complexities of a multi-partner project involving global brand owners (RB), creative agencies, and high-profile talent.

The Result: Massive Engagement & Societal Impact

The campaign successfully transitioned from a marketing effort to a national movement, delivering educational content that empowered millions to take action against the Zika virus.

• Viral Engagement: The campaign achieved unprecedented reach, garnering over 11.2 million social engagements.

• Massive Content Consumption: The “Palmas Pelo Brasil” music video and digital assets reached over 9 million views, significantly increasing awareness of SBP’s repellent products.

• High-Stakes Technical Success: The digital platform launched with zero downtime, successfully funneling millions of users toward actionable prevention steps: eliminating standing water, applying repellent, and securing the home environment.

• Brand Equity: Strengthened SBP’s position as a socially responsible brand and a leader in the pest control category during a time of national need.

Campaign Performance Snapshot

Metric	Total Reach
Social Engagements	11.2M+
Music Video Views	9.0M+
Primary Goal	Zika Virus Eradication/Education

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