In May 2024, severe floods devastated parts of Rio Grande do Sul, Brazil. During this disaster, a horse named Caramelo (meaning "Caramel" in Portuguese) became a symbol of hope and resilience. He was stranded on the roof of a house, surrounded by floodwaters for four days, in the city of Muçum. Images of him went viral, capturing the attention of people across Brazil and beyond.

Caramelo's plight resonated with many, symbolizing the struggle for survival of the people of Rio Grande do Sul during the disaster, and projecting the animal across various media channels and social networks. The connection with Paramount+'s Yellowstone to promote the series was a natural move. We affectionately nicknamed the horse "Caramellow Stone" and created a narrative around him being the number one fan of the show.

The result? A 37% increase in engagement on social media related to Yellowstone. A 23% growth in viewership of the series on its streaming platform during the campaign period.