This study explores entrepreneurship in the Rocinha favela as a form of social resistance, analyzing the digital marketing strategies of Cia Livre de Dança, founded by Ana Lucia Silva. The research highlights how the entrepreneur uses marketing to create an authentic brand identity and strengthen community ties, challenging stereotypes about the favela. Through branding and content marketing techniques, the paper discusses the role of social media in enhancing the business s visibility, underscoring the social and cultural impact of the venture. The founder s experience illustrates the challenges and opportunities of marketing in vulnerable contexts, demonstrating its role in cultural and economic empowerment in Rocinha.