Building organic connections with the audience is one of the main challenges of the brands that are on the Internet. It is a quite common strategy to define personas that will enable the connection to important subjects to our fans. Skol Beats is one of the brands with the youngest personas at AmBev, and that’s why it passionate about pop culture. During major song releases (such as Lady Gaga and Katy Perry) we made posts celebrating the content – we have reached 2 million impressions with only 4 tweets, with 99% healthy mentions and a record engagement rate. Everything was organic. It was the best month in the history of the Beats brand on social media.