Drop: How do you cheer?
1 in 28 people who watched Centauro's Drop filmed, edited, and posted their own video reply.
brand
Centauro
market
Brazil
format
Sponsored Drop
duration
35 days
3.47%
OF VIEWERS BECAME CREATORS
[THE BREEF]
Let the community celebrate with us
Centauro's World Cup campaign needed something a studio ad couldn't manufacture: proof that Brazilians actually cared, in the middle of the tournament, enough to show up. Centauro's Drop didn't ask fans to talk about the World Cup, it asked them to show it. The Reply prompt was simple and low-friction by design: film how you cheer. No script, no product callout, no direction beyond that. Whether it was a living room ritual, a jersey superstition, a group watch-party reaction, or a solo celebration, the format let each person's routine speak for itself.
[GOALS]
- •Turn a fading cultural moment into something the community could still prove was alive
- •Replace brand-made World Cup messaging with fan-made cheering rituals
- •Let the community, not Centauro, decide which cheer was most convincing
- •Generate content strong enough to review for paid and organic reuse
[THE DROP SOLUTION]
Real routines. Ranked by the community.
DUIU turned Centauro's brief into one shared, ranked thread. Fans were asked to show the moment they cheered for Brazil. Each reply entered the same competition. The community watched, voted, and pushed the strongest videos up the ranking, not because Centauro picked them, but because other fans did.
The result wasn't a scattered hashtag campaign. It was one visible competition around real fan behavior, settled by the people it was made for.
A click isn't a video reply. A like isn't filming, editing, and publishing something under your own name. A hashtag campaign doesn't produce one ranked, comparable thread. Views are where most campaigns end. On DUIU, they're where participation starts.
A clear prompt, one Drop video, one ranked thread.
WHAT CENTAURO BROUGHT
- •The theme
- •Prize budget
- •Campaign brief direction
WHAT DUIU HANDLED
- •Drop structure and ranking mechanic
- •Creator activation and seeding
- •Campaign surface and moderation
- •Participation data and reporting
WHAT THE COMMUNITY CREATED
- •Reply videos
- •Votes
- •Ranked proof around the theme
MORE REPLIES → MORE PRIZES → MORE REASONS TO SHARE.
THE DROP
[THE VIDEO THAT STARTS THE THREAD]
HOW DO YOU CHEER?
@centauro
No studio setup, no polished script — just a routine where comfort matters. Every reply became a competing entry. Every vote helped decide what rose.
SÃO PAULO
·3,940 VOTES
·SILVER
RULES & REQUIREMENTS
[BRAND SAFE BY DESIGN]
- •Original video, created by the participant
- •Connected to Centauro's running and training gear theme
- •Ranked by community votes only
- •Entries reviewed against platform and campaign rules before going live
- •18+ and Brazil residency required for prize eligibility
- •Centauro and DUIU reserve the right to remove entries that break the rules
This gave participants room to interpret the brief their own way, while keeping the Drop inside a controlled brand environment.
REWARDS STRUCTURE
[DYNAMIC PRIZE UNLOCKS]
DROP COUNTDOWN 35 DAYS
The prize pool grew with the community
Instead of a fixed giveaway, Centauro's Drop unlocked more prizes as more people replied. That gave participants a direct reason to invite friends and help the thread grow — more replies didn't just mean more competition, they unlocked more winning positions.
MORE REPLIES → MORE PRIZES → MORE REASONS TO SHARE.
4
UNLOCKABLE TIERS
LAUNCH CREATORS
[THE SEED BEFORE THE COMMUNITY ARRIVED]
TEN creators opened the Drop before anyone else saw it.
[10 INVITED CREATORS]
DUIU seeded the Drop with a curated launch lineup before opening it wider. The goal wasn't to decide the outcome early, it was to make the thread feel alive from the first screen, with enough real entries that the next reply had something to watch, vote on, and respond to.
122K followers
@larinha_nobre
621K followers
@rafinhafootball
309K followers
@aprisciilasouza
319K followers
@o__carlinho
213K followers
@bespelomundo
359K followers
@raquel_natu
639K followers
@sarahfonseca
106K followers
@guiadois
COMMUNITY RESULTS
From what to eat while watching, to a special makeup inspired by the country's flag
Once the Drop was live, creators interpreted the theme in different ways: routines, makeup, going out, humor, cooking. Most of what follows came from people nobody invited directly.
The Podium.
TOP 1
COMMUNITY WINNER
@ovinicius
Everything I need to cheer
86 VOTES
·R$250 Centauro's Gift Card
TOP 2
RUNNER UP
@dashifutz
Live reaction while watching
76 Votes
·R$250 Centauro's Gift Card
TOP 3
RUNNER UP
@raquel_natu
Gen Z and Millenial ways to cheer
62 VOTES
·R$250 Centauro's Gift Card
Community Highlights.
@beatrizsantos
Cheering Routine
35 VOTES · BRONZE PRIZE
@guiadois
Recipe before the match
41 VOTES · BRONZE PRIZE
@rotinacarioca
Make-up to cheer
35 VOTES · BRONZE PRIZE
@caiocatroca
The pressure
32 VOTES · BRONZE PRIZE
@fuly
I hate it until it's my team
40 VOTES · BRONZE PRIZE
DUIU X CENTAURO Converted Attention Into Participation
By the numbers.
Centauro needed proof its audience would trust, and the only people who could supply that were the audience itself.
3.47%
Viewer-to-reply conversion
% of viewers became creators.
1 in 28 people who viewed the Drop created a video reply. A video reply is a larger act than a click, like, or comment.
ATTENTION
71,219
FEED IMPRESSIONS
1,953
UNIQUE IMPRESSIONS
1096
UNIQUE VIEWERS
431
DROP VIDEO VIEWS
PARTICIPATION
3.47%
VIEWER-TO-REPLY RATE
38
UGC REPLIES
DECISION
20.1%
VIEWER-TO-VOTER CONVERSION
496
COMMUNITY VOTES
221
UNIQUE VOTERS
13
VOTES PER REPLY
CONTENT
15
SHARES
30
COMMENTS
21
SAVES
INSIGHT
Certain cheering formats drew more attention. Group reaction videos made the emotion easier to feel. Early creator entries established the format for later participants.
Campaign Timeline
01
[BRIEF IS SET]
CAMPAIGN LAUNCHED
02
[CREATORS ARE CHOSEN]
SEEDED CREATORS
03
[VIDEOS ARE DELIVERED]
UGC APPROVAL
04
[THE DROP IS ACTIVATED]
COMMUNITY JOINS
05
[PRIZE LEVEL 1 UNLOCKS]
ORGANIC SPREAD
06
[COUNTDOWN RUNS OUT]
WINNER SELECTION
07
[DATA IS ANALYZED]
BRAND SELECTS UGC LICENSES
[THE OUTPUT]
A ranked library of real product proof.
After the Drop's conclusion, what Centauro had was several possibilities around the same theme. From the obvious one to the most unpredictable one, all of them represents different approachs that other users can relate to.
[01]
VISIBLE MOMENTS
38 AUTHENTIC COMMUNITY VIDEOS
38 original videos showing the way that each one of them consider important while preparing themselves to cheer for their team.
[02]
COMMUNITY-RANKED CREATIVE
496 votes from 221 community members
The community decided which entries proved the product's value. Not brand selection alone.
[03]
CREATOR DISCOVERY
RANKED BY PERFORMANCE, NOT FOLLOWER COUNT
A ranked list of real creators Centauro can identify by participation and content performance, not follower count.
[04]
REUSABLE UGC
AVAILABLE BRAND-SAFE VIDEOS
Entries cleared for review for paid and organic reuse, pre-tested by the exact audience they're meant to convince.
[WHY IT WORKED]
An ad could not have produced this.
A sponsored post can borrow a creator's audience. A hashtag campaign can collect scattered content. DUIU did something different: it turned Centauro's moment into a live competition where the community created the proof, ranked it, and made the strongest content visible.
- The content wasn't directed by a brand. It was voted on by the people the ad is supposed to convince, a harder test than any internal review.
- The brief created one shared context, the ranked thread made every reply comparable, and votes turned attention into a decision.
- Paid social measures whether someone clicked or reacted. No ad platform measures whether someone became a creator. DUIU does, and for Centauro, 3.47% of viewers did exactly that.
PAID SOCIAL BUYS ATTENTION. DUIU BUILDS PARTICIPATION.
DUIU isn't an engagement platform — it's a viewer-to-creator conversion platform.
Build a Drop like this.
A media plan can buy you reach. It can't buy you proof. Turn your next campaign into a ranked participation challenge — we'll work through the brief, the prize structure, and what you'd walk away with.
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