Content and social impact platform

Inspired by grassroots soccer, #TaNaRede was born as a content and social impact platform, created by GINGA and Mercado Livre. More than 30,000 people have benefited from more than 500 kits containing customized goal nets, among other items, delivered to community fields throughout Latin America. 

It was also possible to contribute directly to the cause by donating #TaNaRede kits and buying products on the Mercado Livre ecommerce site, which were donated to the Gol de Letra Foundation. 

From soccer stars to activation on Esporte Espetacular

The campaign reached around 75 MM people, with advertising on Social Channels, Samsung Smart TVs, Branded Content on Esporte Espetacular, Out Of Home and Programmatic Media, as well as with the partnership of streamers, ex-players and influencers. 

Names such as player Formiga feature in the Brazilian film, which is narrated by the unmistakable voice of streamer Casimiro Miguel, as a strategy to promote the initiative - allied to the cause, defender Diego Lugano appears with active participation in the delivery of new nets to fields all over Brazil.

In Mexico, we have the presence of top scorer Luis Hernández and players Diego Reyes and Oribe Peralta, stars of the region, who took part in the campaign's regionalized activations, broadcast on digital channels and television. In addition, more than 200 goal nets were delivered to vulnerable communities - this time, the partner institution is Educación para Compartir, a local NGO that provides education through
sport.

A history of resistance in Ipiranga

As part of the content strategy, an original mini-documentary was created, "O Black Pulsa nos Campinhos" - the result of a partnership between Peleja and GINGA, where you can learn about the special work of the G.e Black Power Ipiranga team, which takes place on and off the pitch, through empowerment and appreciation of black culture.

The #TaNaRede project became one of the agency's biggest cases in 2022, where by combining a social impact campaign with the theme of one of the biggest international sporting events - the World Cup - we managed to make noise in the media, strengthen the community of Brazilian soccer lovers and reinforce the brand's positioning. And let's have a ball in the net!