Talk to the ADM
The 7th Annual Awards
- Best X Presence
ABOUT THIS ENTRY
Brazil has a unique presence on social media, especially on Twitter/X. The average Brazilian Twitter/X user loves to cheer and comment on everything Brazil is involved with, with the Olympic Games being the pinnacle of that sentiment.
As @TimeBrasil, the Brazilian Olympic Committee's official account on Twitter/X, already had a solid follower base, we needed to find a way to connect with Time Brasil’s fans, steering and participating in the conversations that were happening on the platform.
How does this represent "Excellence in Engagement"?
This action represents "Excellence in Engagement" by effectively leveraging a unique and relatable communication approach that resonated deeply with our audience. By personifying the brand with the "ADM" character, we transformed the typically formal Olympic coverage into a fun, accessible, and humorous experience. This not only distinguished us in a crowded social media space but also fostered genuine connections with followers, making them feel seen and heard. Through memes, pop culture references, and a playful tone, we created an environment where fans felt part of the conversation, enhancing their emotional investment in the event. The result was a significant increase in engagement, with record-breaking follower growth and interactions, alongside widespread positive feedback from the audience. This approach showcases how connecting with people on a personal, authentic level leads to exceptional engagement, both in numbers and in sentiment.
Objective
X is a very popular social network in Brazil. With the persona created during the Games, we managed to bring the Olympic Games into everyday conversations through accessible and humorous language, contributing to the increased visibility of sports and athletes in the country.
Strategy & Execution
Our strategy focused on brand personification, information sharing, and connection with our supporters during the Olympics.
We introduced the “ADM” character, who engaged with followers as a relatable fan. This allowed us to adopt a lighthearted tone that encouraged humor and playfulness rather than the typical formality associated with Olympic Committees.
To stand out in a sea of information, we infused our coverage with a unique perspective, celebrating Brazilian athletes' wins and empathizing with their losses while maintaining an upbeat and humorous approach.
By utilizing memes, pop culture references, and the informal language of Twitter/X, we fostered a genuine connection with our audience, ensuring they felt represented and engaged with our real-time updates. Ultimately, we created a strong bond with our fans, resonating with their emotions and enhancing their experience of the Olympic Games.
Organizations
- Brazilian Olympic Committee
Links
Credits
Raquel Ercolin
Account Manager
End To End
Bruno Brum
CMO
End To End
Danielle Vilhena
Director of Projects and Operations
End to End
Wagner Leitzke
Head of Digital
End to End
Ana Clara Campos
Content Manager
End to End
Felipe Machado
Content Coordinator
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Alexandre Mota
Creative Director
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Rodrigo Azevedo
Creative Director
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Caue Issa
Planner
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Gabriel Rabisco
Copywriter
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Eduardo Madruga
Social Media
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Henrique Santana
Social Media
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Joyce Oliveira
Social Media
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Giuseppe Cavalcanti
Art Director
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Matteus Ribeiro
Art Director
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Arthur Costa
Art Director
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Celso Messias
Motion
End to End
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
