PingPlay
Branding | Product Launch | Communication Strategy | Website Development with SEO | Content Planning and Management for All Stages of the customer Journey (including multiple channels like social media, email marketing, and WhatsApp communications) | Public Relations Strategy | Stakeholder Partnerships | Initiatives with Blind and Deaf Influencers | Community Building | Press Relations.
Client: PingPlay
Services: Branding | Launch Strategy | Communication Strategy | Website Construction with SEO | Content for the entire Customer Journey (Social Media + Email + WhatsApp) | Stakeholder Partnerships | Influencer Partnerships | Campaigns with Blind and Deaf Influencers | Community Building | Press Office.
Context: ETC Filmes is a Brazilian company with over 18 years of experience producing audiovisual content for the country's main distributors, production companies, and exhibitors. They created PingPlay, the first and only 100% accessible Video On Demand (VOD) platform, targeted at consumers who require accessibility features such as audio description, descriptive subtitles, and especially LIBRAS (Brazilian Sign Language).
PingPlay was born in 2021, and in 2023 it evolved into an app (available on iOS and Android), allowing people to watch movies in theaters, at home, or anywhere, using accessibility features directly on their smartphones.
The Challenge
Upon its launch in March 2021, the platform aimed to bring audiovisual entertainment to the 16 million people mapped with visual and hearing impairments—an audience generally overlooked by current streaming platforms that still lack accessible features.
We built the brand from scratch with these film fans in mind. To be authentic, all PingPlay content had to be, obviously, 100% accessible. The promotion also required a balanced communication strategy: raising awareness about the importance of inclusion in the entertainment industry while simultaneously promoting an innovative, unique, and user-friendly product.
The Solution
We designed the logo, brand identity, and branding, along with a 360° communication strategy, which included creating and sending a custom, accessible Press Kit. We also organized a mentorship program on creating accessible content for the entire team and executed various product promotion campaigns with all brand stakeholders:
Institutions and schools focused on this demographic: Dorina Nowill, Derdic, and Ateal.
Partner companies: Hand Talk.
Influencers, journalists, and Key Opinion Leaders.
Market production and distribution companies.
Client: PingPlay
Services: Branding | Launch Strategy | Communication Strategy | Website Construction with SEO | Content for the entire Customer Journey (Social Media + Email + WhatsApp) | Stakeholder Partnerships | Influencer Partnerships | Campaigns with Blind and Deaf Influencers | Community Building | Press Office.
Context: ETC Filmes is a Brazilian company with over 18 years of experience producing audiovisual content for the country's main distributors, production companies, and exhibitors. They created PingPlay, the first and only 100% accessible Video On Demand (VOD) platform, targeted at consumers who require accessibility features such as audio description, descriptive subtitles, and especially LIBRAS (Brazilian Sign Language).
PingPlay was born in 2021, and in 2023 it evolved into an app (available on iOS and Android), allowing people to watch movies in theaters, at home, or anywhere, using accessibility features directly on their smartphones.
The Challenge: Upon its launch in March 2021, the platform aimed to bring audiovisual entertainment to the 16 million people mapped with visual and hearing impairments—an audience generally overlooked by current streaming platforms that still lack accessible features.
We built the brand from scratch with these film fans in mind. To be authentic, all PingPlay content had to be, obviously, 100% accessible. The promotion also required a balanced communication strategy: raising awareness about the importance of inclusion in the entertainment industry while simultaneously promoting an innovative, unique, and user-friendly product.
The Solution: We designed the logo, brand identity, and branding, along with a 360° communication strategy, which included creating and sending a custom, accessible Press Kit. We also organized a mentorship program on creating accessible content for the entire team and executed various product promotion campaigns with all brand stakeholders:
Institutions and schools focused on this demographic: Dorina Nowill, Derdic, and Ateal.
Partner companies: Hand Talk.
Influencers, journalists, and Key Opinion Leaders.
Market production and distribution companies.
The Results:
During the launch, we collaborated with two ambassadors: Thaisy Payo (a deaf influencer with 92.1K followers) and Edgar Jacques (a blind actor and accessibility consultant with 1.6K followers).
For the press, we focused on two angles: the platform launch and the importance of accessibility in audiovisual media. We achieved significant results in a short time:
42 insertions in specialized media, general interest outlets, and "good news" portals.
9 interviews with the CEOs of ETC Filmes, 90% of which were with Tier 1 media (the most influential entities) in the film and audiovisual sector.
We developed unique and accessible content for Instagram, Facebook, and Twitter. We achieved excellent engagement through the interaction of 2,000 people (including Direct Messages, where many users felt more comfortable communicating) and an organic reach of 78%. This social media buzz directly translated into website traffic and content views. We reached an average of 50 daily registrations.
The work continued after the launch with ongoing social media management. In 2022, we won the RECAM Award for Best Civil Society Practices in Mercosur in the category of Audiovisual Accessibility.
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