SAO PAOLO--UK-based social media consultancy We Are Social is launching in Brazil to accompany new business in the country from Smirnoff Vodka.

The firm has been charged with helping Smirnoff monitor and engage with consumers through social channels. It will aim to develop a ‘conversational calendar’ to grow Smirnoff’s online community, and encourage people to share pictures and memories of good times as part of the Smirnoff Nightlife Exchange Project.

“We’re blown away by the opportunity to launch We Are Social in Brazil with a world-renowned brand like Smirnoff,” said We Are Social global MD Robin Grant. “The Smirnoff ‘Be There’ positioning is one that we know we can play our part in by rallying people around the world´s most exciting nightlife experience and inspiring them to create and share content they want to talk about.”

The firm’s six-person Sao Paolo office will be led by MD Leslie Orsioli, who joins from AgenciaClick Isobar, where she was strategic planning manager. Brazil’s overall public relations market is growing by as much as 20 percent per year, led in part by surging social media usage.

“Brazil is not only one of the world’s largest and fastest growing markets, but also has a reputation for leading the world with digital creativity.” said Grant. “With the explosion of social media usage in Brazil, we felt it was essential to have not only a presence, but to bring together a team that matches that of any of our other five offices, able to lead the market with a conversational approach.”

We Are Social’s Brazil office joins the agency’s other overseas operations in Munich (launched earlier this year) and Paris, Milan and Sydney (launched in 2010). The three-year old UK firm now counts 120 staffers worldwide, and was a recent finalist for the Holmes Report’s 2011 Global SABRE For Outstanding Digital/Social Consultancy.