Vivo Uses AI-Powered Audience Intelligence to Improve Marketing Performance

The Challenge

As one of Brazil's largest telecommunications companies, Vivo serves more than 100 million customers and regularly leads large-scale marketing campaigns, sponsorships, and cultural initiatives that generate significant consumer conversation across social media. Understanding how audiences respond to those campaigns is critical to maximizing marketing impact and strengthening meaningful connections with consumers.

For telecommunications brands, however, traditional engagement metrics do not always reflect the true performance of a campaign. A significant portion of social media interactions can center on service complaints, customer support requests, or broader customer experience issues. This can make it difficult to understand how effectively a marketing message is resonating with audiences.

Sprinklr allows us to go beyond traditional social media metrics and understand whether audiences are truly engaging with our campaign message.

Sabrina De Souza Paula Romero

Director of Brand and Communications

Vivo

Vivo wanted to move beyond volume and engagement metrics to gain greater visibility into:

How much consumers are actually discussing campaign-related topics
The perception and sentiment generated by brand initiatives
Early identification of reputational risks
Which content formats and creators generated the most meaningful conversations
How to optimize investments during major sponsorships, activations, and live events

To make more informed decisions about content, creators, sponsorships, and campaign investments, Vivo needed a way to measure not just how much people were engaging, but whether they were engaging with the message itself.

The Solution

With Social Listening from Sprinklr Insights, Vivo implemented an AI-powered campaign intelligence model designed to measure marketing effectiveness beyond traditional engagement metrics. By combining Social Listening, Benchmarking, and inbound insights, the team has gained a deeper understanding of how consumers are responding to campaign messages, which helps guide marketing decisions in real time.

The approach has been applied across some of Vivo's most strategic initiatives, including the FIFA World Cup, Lollapalooza, The Town, telenovela-related campaigns, a 5G campaign featuring Ana Castela, "Tem Tempo Pra Tudo,” and the A Vida Convida campaign.

Measuring the conversations that matter

To better understand campaign performance, Vivo developed customized metrics with Sprinklr AI that help separate meaningful campaign engagement from unrelated conversations, customer service requests, and support issues.

At the center of this approach is Vivo’s Comment Adherence Rate, a proprietary metric that identifies the percentage of comments genuinely related to a campaign's message and content. Rather than simply measuring the volume of interactions, Vivo can determine whether audiences are discussing the message the campaign intended to deliver.

For the A Vida Convida campaign, the Comment Adherence Rate reached 91.9%, compared with a historical average of approximately 35%. The result showed that the campaign was not merely generating interaction. Audiences were engaging directly with its intended message and content.

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The team also uses sentiment analysis to continuously monitor audience perception. This helps Vivo identify opportunities to amplify successful content while detecting potential reputational risks early in the campaign lifecycle.

“Sprinklr allows us to go beyond traditional social media metrics and understand whether audiences are truly engaging with our campaign message,” says Sabrina De Souza Paula Romero, Director of Brand and Communications at Vivo. “By combining comment adherence, sentiment analysis, and real-time monitoring, we can make faster, data-driven decisions that maximize the impact of our marketing initiatives.”

Turning insights into action

During major events such as Lollapalooza, FIFA's World Cup and The Town, Vivo uses real-time dashboards and war rooms to monitor creator performance, content formats, and audience reactions as campaigns unfold. These signals help the team identify the content that generates stronger sharing, engagement, or message adherence and make more granular media and creator decisions while campaigns are still active, particularly during their final stages.

The same intelligence informs longer-term content investments. The first season of the A Vida Convida web series featuring Denise Fraga generated significant relevant conversation and 97% positive sentiment, significantly exceeding expectations for the telecommunications category. Audience engagement continued beyond the initial release, with viewers continuing to share content from the first season. The strong response and sustained engagement contributed to Vivo’s decision to produce a second season.

Sprinklr Insights has also helped identify areas where campaign execution may need attention. Monitoring of telenovela integrations surfaced criticism around certain brand placements. The team mapped the relevant mentions and sentiment, shared the findings with its content team, and brought the evidence to Globo (a mainstream television network in Brazil), The findings prompted further investigation and discussions about potential adjustments.

Creating a single source of truth for marketing performance

By combining Social Listening, Benchmarking, and Inbound insights, supported by Sprinklr's premium managed services consulting, Vivo has established a more comprehensive view of campaign performance. The platform is now an important source of truth for measuring audience response, identifying emerging trends, evaluating sponsorship impact, and adapting marketing strategies based on real consumer behavior across digital channels.

Rather than measuring campaigns only after they conclude, Vivo can feed audience intelligence back into content, media, and partnership decisions while campaigns are still active.

The Outcome

Vivo transformed how it measures marketing effectiveness, moving beyond interaction volume to understand whether campaigns are generating the conversations they were designed to inspire. Audience intelligence now feeds into content, creator, sponsorship, and investment decisions, helping teams optimize active campaigns and make more confident long-term choices based on audience behavior.

By combining comment adherence, sentiment analysis, and real-time monitoring, we can make faster, data-driven decisions that maximize the impact of our marketing initiatives.