Disrupting Disinformation: Cyabra & Lew’Lara\TBWA Announce Social Monitoring Partnership


Brazilian PR agency Lew’Lara\TBWA is known for representing brands that disrupt the creative space.  Like when they launched the new Nissan Versa by covering it with stickers of tweets complaining about sedans.  They challenged the preconceived notions about the car segment and drew major attention for Nissan in Brazil.

In that campaign, TBWA proved that it keeps its ears to the ground and pays attention to online narratives.  It is only fitting that an agency with such attention to detail would partner with a platform like Cyabra’s that will allow them to identify, analyze, and understand online dialogues.

TBWA disrupts markets, Cyabra disrupts disinformation

Through this partnership, our artificial intelligence technology allows TBWA-Brazil’s brands, including Nissan and Gatorade, to monitor online narratives, analyze content, and track the reach and impact of social campaigns.  This includes being able to determine the authenticity of authors and delineate between genuine engagement and fake content.

With the rise of bots and deepfake technology, social media and content-sharing channels are getting clogged with disinformation that can become disastrous for public relations if allowed to fester.  Cyabra’s analytics platform lets TBWA and other agency clients monitor any online conversations that mention their brands.  They can gather insights into the origins of the content and influential authors involved, be they automated bots, disingenuous trolls, or cleverly-fabricated “sock puppet” profiles.  Agency leadership can then assess these efforts and take appropriate measures to respond, alter messaging or campaign strategies and protect their client’s image in the public sphere.

Cyabra’s software also tackles genuine content created by real people.  It empowers agencies like TBWA to keep their finger on the pulse of what customers are saying in digital spaces.  This social listening capability lets them learn both what their audience thinks about their brand, products and promotional efforts as well as how they usually engage with the company online.  By knowing what’s normal and expected for their audience, TBWA and their clients can then engage in meaningful ways and spot changes in sentiment quickly and more effectively.

Finally, with Cyabra’s agency services, clients like TBWA can track how far social conversations reach and trace where the content started.  Are people talking about this because of something they saw in the news or from a competitor’s post or a faceless fake account?  How far did it reach and how many people joined the discussion?  This type of information is vital in planning how an agency should approach a topic and for crafting future, targeted campaigns.

Marketing with Cyabra – Knowing Your Audience

Cyabra’s social analytics platform offers PR and marketing agencies the ability to find the truth in what is becoming an evermore cluttered digital space and empowers them to become the foremost authority on their target audiences.  Our AI software gives agencies essential tools to monitor what is really going on in online conversations and track where content is coming from, ultimately allowing them to plan ahead based on real-time trends and terminate disinformation problems before they grow out of hand.

Are you a PR or marketing agency looking to hear more about Cybra’s disinformation detection and online monitoring services for agencies? Read more about the partnership here or contact us to learn more!