Some dates throughout the year make it mandatory to create specific campaigns, and this is already predefined. You know that every Christmas you’re going to create some campaign for your customers, for example. Or at least a post.

But it’s not just the main holidays that can be relevant dates for the creation of some material. Each segment has commemorative dates for its area, which serve as good opportunities to create something different.

But, how to create campaigns for these dates that are repeated every year, without falling into sameness?

A good alternative is to explore the moment that society, as a whole, is going through at this time of year. Link the different dates with something specific to that moment, to impact your audience and not just be a landscape amidst the “today is something day” advertisements.

And we’re not just talking about taking advantage of trends related to the segment in question, no. It is worth paying attention to what are the main themes of the moment, the trending topics on Twitter, or what went viral on Facebook.

2018, for example, was the year in which a large part of the Brazilian people became familiar with the term “Fake News”. The reason: the controversies in the presidential elections and a high rate of dissemination of false news on the internet. And what does this have to do with World Thrombosis Day? Or with a subway line in São Paulo?

I had nothing. But we decided to take advantage of the topic of the moment, fake news, to reach as many people as possible and publicize a real problem. We created a fake news portal about traffic, public transport and politics in São Paulo, with a text that disclosed what appeared to be the interruption of the Red Line of the subway, the busiest in the city system, in order to show how the blockade of a Red Line can bring many problems. At another time, we released the answer to show that it was a Werfen campaign to raise awareness about the World Day to Combat Thrombosis, a disease in which a clot is formed and makes the normal flow of blood difficult or impossible.

Do you want to know more about this job, and see how we managed to make this date not go unnoticed in the digital environment? Just click here.