top of page

ROCK IN RIO 2024

dsc4 (1) (1).jpg

Rock in Rio 2024 was a special edition, celebrating the festival’s 40th anniversary. Volkswagen was there to celebrate with fans, artists, and other sponsors.

 

The brand’s main goal was to grow followers base and increase engagement and views across in the main channels. RIR was also important to introduce the new models Tera & Golf GTI and let people know the car for the first time.

In this chapter, I talk about the brand’s presence, overall talkability, the results achieved, and my impact in helping the brand deliver strong performance.

brand presence

035_IG_VOlksLovers2.png
035_IG_VOlksLovers3.png
035_IG_VOlksLovers4.png
035_IG_VOlksLovers1.png
035_IG_VOlksLovers5.png
IMG_2674-Aprimorado-NR.jpg
Recap-capaArtboard-1 (1).png
IMG_2548.jpg

talkability

Volkswagen had a strong presence at the event. Besides the four brand spaces, people enjoyed the experience by receiving gifts or taking part in challenges.

​

All these activations helped increase the brand’s talkability.

More messages about Volks

best results

I attended the festival in person to track conversations and trends for our content strategy in real time. It was a busy, fast-paced experience, but it paid off: my team and I helped make Volkswagen the second most engaged brand at Rock in Rio 2024

content

Increase in content engagement

The profiles were selected based on audience and demographic studies and research.

We focused on talents who had a strong match with the brand’s context and the products that would be featured at the festival. Boca Rosa, Luedji, Paulo Henrique, Camila de Lucas, and Lactea were some of the selected profiles.

bottom of page