Such was the rise in interest as a result of our press coverage, the Pimp was able to approach and secure partnerships with Nestle, Coca-Cola, Guaraná Antarctica, and Klabin. It also experienced its highest turnout to one of its events and was forced to stop accepting volunteers.
Our collaboration with influencers for the Covid-19 auction also proved more successful than we could have imagined. Our press release prompted coverage in various Tier One media, including BBC Brasil, who spoke with Pimp and some catadores to produce a huge story that included a live link to the auction website. In less than 24 hours, the donations spiked more than 30,000 reais.
We also contacted the likes of TV Cultura, Catraca Livre, Yahoo, Brasil de Fato, and Deutsche Welle. This helped increase the number of donations further, with TV Cultura’s feature producing another spike of 10K reais. We later got some quotes from artists that donated to the auction and sent out a press release that resulted in a prominent article in Estado de S. Paulo, one of Brazil’s biggest-selling newspapers.
In April 2020, we also started working with Pimp My Carroza in Colombia and with the help of Sherlock’s satellite office in Bogota, generated eight pieces of coverage there, including in important media such as Semana, the most important opinion magazine and the main TV news show, Noticias Caracol.
Nearly 200 influencers were mapped to support the project in this and future campaigns, and the top 5 influencers activated organically at Renda Minima Campaign have a combined audience of over 10M people.