In the whirlwind of social media, a seemingly innocent photo can spark widespread attention. Such was the case when a snapshot of two prominent Argentine influencers, Juli Poggio and Grego Roselló, circulated online. However, what seemed like a budding romance was, in fact, a cleverly orchestrated campaign by Missing Children and the Argentine independent agency Almacén.
The image, featuring Grego Roselló donning a special t-shirt adorned with the face of a missing child named David Capli, garnered immense traction, reaching over 6 million views within a day. The campaign aimed to leverage the virality of social media to shed light on the plight of missing children, using the influence of celebrities to amplify their visibility.
Fake news often spreads like wildfire on social platforms, outpacing genuine information by sixfold and gaining traction from a vast audience. Recognizing this trend, Almacén and Missing Children strategically devised the CelebriLies campaign to harness the power of viral content for a noble cause.
Juli and Grego, the unwitting stars of the campaign, eventually disclosed the true purpose behind the viral photo on their social media channels. Their revelation turned the spotlight onto the critical issue of missing children, urging their followers to redirect their attention from frivolous gossip to meaningful causes.
The impact of the CelebriLies campaign extended beyond social media chatter. David Capli’s mother, after two years of searching for her son, had the opportunity to share her story on national television, thanks to the heightened awareness generated by the campaign. Millions of viewers encountered David’s face and learned about his plight, igniting hope for his safe return.
Walter Onorato, partner and CCO of Almacén, emphasized the significance of leveraging viral content to elevate the issue of missing children in the public consciousness. By capitalizing on the widespread dissemination of the photo, the campaign successfully thrust the search for missing children into the forefront of media and social network discussions.
Currently, Missing Children continues its mission with over 60 active searches. Through their website and social media platforms, such as Instagram and Twitter, they provide avenues for individuals to stay informed about ongoing searches and contribute to the cause.
The CelebriLies campaign exemplifies the transformative power of collaboration between brands, agencies, and influencers to effect positive change. By harnessing the viral nature of social media, it not only raised awareness but also fostered tangible outcomes, bringing hope to families in search of their missing loved ones.
This professional campaign, titled ‘CelebriLies,’ underscores the vital role of public interest initiatives in leveraging innovative strategies to address pressing societal issues. Created by Missing Children in partnership with Almacén, the campaign stands as a testament to the potential of collective action to make a meaningful difference in the world.
