SAIA JUSTA: "statement" videos for Instagram and TikTok
In 2023, I was responsible for Saia Justa's digital strategy reformulation. The show is GNT's longest running attraction and the goal was to transform it into an always-on brand, extrapolating the TV limits and engaging the audience on social media for real.
To reach this objective, in addition to other initiatives, I created the "statement" video format, in which the show's hosts - Gabriela Prioli, Astrid Fontenelle, Larissa Luz and Bela Gil - delve into relevant issues for society at the moment, calling the public to debate with them on Instagram and TikTok. A lot of them went viral on both platforms and on "dark social" (shares via Whatsapp).
The topics discussed in the videos were chosen by me and my team, and the scripts were then cowritten with the hosts. This project was a huge success on GNT's social media profiles, being responsible for a 137% growth in Saia Justa's digital audience comparing to the previous year.
▶️ Watch some of them below:
Gabriela Prioli on International's Women Day #8M
Astrid Fontenelle on women aging and sexism
Bela Gil on the care economy and women's unpaid labor
Larissa Luz on the importance of silence
Gabriela Prioli on being a mom vs. being a dad
Astrid Fontenelle on challenges of parenting
