Twitter Brasil

The plan was simply to help a team and brand boost sales and cultural relevance through platform content. But over three years, I ended up executing, facilitating, and opening doors for countless initiatives. That's the power of content for you!

CPG + Twitter Next Content (formerly Twitter ArtHouse)

"I spend all day on Twitter." That's literally how I began explaining my role in what we called The Nest. Sure, there was context - this was during that trend of explaining your job badly. But honestly? That pretty much summed it up. 😬

However (and this is a big however), it wasn't JUST that. Working with AmBev's entire brand portfolio (including some yet-to-launch products and others that surprised people by being under their umbrella), I split my time between Twitter Brasil and draftLine offices in São Paulo. My mission? Helping Marcello Vieira's CPG team optimize deliverables and - most importantly - helping AmBev better connect with what's being said, how it's said, and who's saying it on the platform.

Beyond handling draftLine's requests for data on specific conversations (Super Bowl, Oscars, Carnival etc.), I created the weekly newsletter system - packed with insights about topics that "could, should, and absolutely would" trend on Twitter Brasil. This included trend alerts, emerging formats, and those random-but-viral conversations only Twitter can deliver. ;)

The newsletter's success led to distribution across Twitter Brasil's entire sales team and multiple clients. These materials also helped CAMs and Client Partners better demonstrate the platform's power. Then came the pandemic...

ArtHouse

Internal shifts ended the Twitter-AmBev partnership, moving me from CPG to Twitter ArtHouse (now Twitter Next Content) - essentially an in-house agency providing clients with assets ranging from creative designs to video edits and influencer connections.

Here, I helped craft client pitches (always with the "Twitter native" mindset) for Brazil and Latin America, while contextualizing platform trends through weekly team briefings ("Twitter is what's happening," as we said).

By 2021, my 2019 AmBev process evolved into Content Power Houses - "the solution putting brands at the center of conversations." As The Antenna, I identified optimal paths for brands to gain cultural relevance on Twitter.

Initially working with Avon, PicPay, McDonald's, Amstel and Coca-Cola (all coincidentally sponsoring #BBB21 - the Juliette season that became the show's most culturally relevant), we achieved #1, #2, #4, #7 and #8 spots in BBB brand Share of Voice. ;)

This summoned my journalistic powers to moderate a Spaces with Fiamma Zarife (Twitter Brasil's General Director), Manzar Feres (Rede Globo's Executive Director), and key brand/agency representatives. Who would've thought? ;D

Over the next 18 months, I served as The Antenna for CPHs including Amazon Prime Video, VIVO, Oreo, Itaú, Cheetos, Ruffles, TIM Brasil and Google, while training/supervising antennas for Mexico's first CPH (Dos Équis) and Brazil's all-female Chevrolet team.

Then... well, you know Elon Musk? Turns out he wasn't just building rockets...