july 2020





To answer this question, we analysed 633 Linkedin posts made by CMOs, Marketing VPs and Marketing Directors of the largest Brazilian brands, between February 20 and July 20, 2020.

The analysis and manual classification of these posts resulted in 1,864 tags, which represent the main themes addressed by these leaders during the Covid-19 Pandemic.


The criteria for selecting the brands was based on BrandZ's 2019 Ranking of TOP 60 Brazilian brands, conducted by WPP and Kantar, and by their presence in the last Top Of Mind report conducted by Datafolha in 2019.


Only public Linkedin posts made by Marketing Executives were taken into consideration for the purposes of this study.

The aim of this study was to understand the issues addressed  by these leaders during the pandemic in a positive and constructive light. Because of this, posts with supposedly negative themes were explicitly excluded from the classification processes. Furthermore, no links to the original posts were included within this report.


If you are one of these marketing executives and are curious to know the complete content of this study, or the analysis of your posts, contact us and we will be happy to share them privately with you.


Finally, we invite everyone to interact with the graphs below and accompany us in understanding the issues addressed by marketing leaders during months that were so challenging for the market.



Pride and Donations are the two main topics addressed during the crisis

The donations are associated with solidarity campaigns led by the brands, which focussed on addressing the effects of the pandemic, and contributed to the relevance of the #LiveStream and #Purpose bubbles in the graph. Pride was associated with two main factors: I) The companies' own solidarity campaigns; II) The teams led by the marketing executives during the crisis.



The graph below shows the topics that were most mentioned in Linkedin posts made by marketing leaders. The size of the bubbles represents the number of times that each topic was addressed. The bubbles are distributed from largest, in the center, to the smallest, on the margins.

By hovering over a bubble, you will see the number of posts that addressed that topic during the pandemic. By clicking on a bubble, you will see the brands from which the executives came from that posted the most on that specific topicThe menu in the upper left corner enables you to filter the subjects by brands.

Analysing the results, the data reveals a predominantly supportive behaviour from leaders during the pandemic, with many posts focussing on their brands' solidarity campaigns and on their pride for the initiatives and the teams involved.


Finally, towards the center of the graph, a series of bubbles also reveal the attention these leaders had towards topics such as Digital Transformation, Entrepreneurship, "Stay Home" and Diversity, which were addressed in different contexts during the pandemic. These different contexts are further addressed in the 5 highlights below, which we consider to be the main findings of the study:


Accelerating Innovation, Digital Transformation and Remote Work were the most mentioned responses to the crisis

As the graph shows, these responses were widely mentioned by leaders from different brands, most often associated with the a large part of the public going digital and the impacts of the pandemic on people's habits.


Partnerships geared towards Entrepreneurship and Startups are recurring themes

The graph also shows that these three issues were relevant during the pandemic. Even the term "Partnership", which is the most generic of the three, refers mainly to Cielo's initiatives with Sebrae (the Brazilian entity responsible for assisting small businesses) to foster entrepreneurship in the country. The data thus shows that leaders were acutely aware of entrepreneurial initiatives in the country, by both small and mid-sized companies, as well as by Startups, especially within each brand's sector.


Advocating that people "Stay Home" and thanking Health Professionals were the most rapidly adopted health-related measures

The relevance of these two bubbles reveals that these were the main topics leaders addressed in relation to the health aspects of the pandemic. The analysis of the related posts reveals that these positions were mostly expressed in the first months of the crisis, a period in which social isolation measures had been adopted by most people in major Brazilian cities.


Diversity, Female Representation and Anti-Racism were banners that were upheld

Bubbles such as #LGBTQIA+, #Diversity, #Women and #Representation illustrate the recurrence with which these banners have been upheld over all the past months. The Anti-Racism banner, on the other hand, was mentioned more throughout May, after the death of George Floyd and growing awareness towards #BlackLivesMatter and #BlackThursday.


Click on the bubbles to interact


The cloud below shows the same data as the previous graph, but arranged into a more typical form of dusplaying social data analysis.

By hovering your mouse over the cloud, you will also be able to highlight each tagged term, making it easier to understand the smaller words that may be relevant to your industry.

Word Cloud Display



To help you understand how each brand contributed to the results of this study, we also created this last graph, in which the same data is displayed in different dimensions, starting with the sectors and brands, and leading up to the topics that 

their leaders addressed the most during the pandemic. By clicking on the sectors or brands, you will have access to the individual themes addressed by the marketing leaders within those categories.

Click to interact with the chart

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