Smiles
LinkedIn Connection

Digital

In 2024, GOL airline’s loyalty program Smiles completed 30 years. To mark the date, Smiles launched a special campaign on LinkedIn to celebrate its history, strengthen its institutional presence, and its ties with stakeholders through the company’s leaders.

A brand celebration that combined institutional narrative, leadership, and digital presence to reaffirm purpose and legacy.

The core element of the strategy was a testimonial video that revisited crucial moments in Smiles’ history, combining personal and institutional narratives.

 

The video produced by NOVA PR generated a synchronized movement on the platform. All profiles posted it on the same day and time, enhancing the reach of the message and reinforcing the perception of unity and purpose among the leaders. With an authentic tone of voice, it expanded the audience and sparked interest even in profiles with low posting rates.

The result was a peak in engagement and interaction on social media, especially with CEO Carla Fonseca’s post, which achieved a high number of views, interactions, and comments. The campaign positioned Smiles as an ever-evolving brand that celebrates its history while looking to the future with leadership and consistency.