Chile’s viral ‘Tía Jeannette’ campaign — created as a playful alter ego to support Jeannette Jara’s primary bid — has won a 2025 Napolitan Victory Award, often dubbed the Oscars of political marketing. Built by a six-person team with zero budget, the Instagram-native project has amassed more than 70,000 followers by leaning on humor, warmth, and everyday storytelling.