Brazil is the second biggest audience on Pinterest, with more than 30 million users. But the most Brazilian of the brands is not present on this social media. Havaianas wanted to bring its lightness and creativity to Pinterest in an relevant way, with inspiring content to spark new ideas.

Pinterest is about collecting references to inspire and spark creativity. To become pertinent on Pinterest, we must create relevant content. We did that by using one of Havaianas biggest strengths: its colorfulness. Creative people love to pin and study different colors palettes on Pinterest. So created the Havaianas Palettes. Featuring all its colorfulness in organic posts. Transforming ads into references and references into ads. Outside Pinterest, the posts also became instore posters and print ads.

Brazil is the second biggest audience on Pinterest, with more than 30 million users. 30 million users who are interested in creativity, colorfulness, design and everything Havaianas stands for. So Havaianas had to be in Pinterest in an interesting and surprising way. If we managed to be relevant on Pinterest we could it as a platform to test new designs and campaign, as well as open a new channel to communicate with people via mobile.

We developed a design pattern with the Havaianas Palette, that could work on any format, shape or form. Photos, illustrations, fashion pattern, everything had the potential to become a relevant Pinterest post with the Havaianas Palette. We started by posting beautifully crafted illustrations of Brazil made exclusively for the social media campaign. But soon Havaianas saw an opportunity to organically release new collections on Pinterest. The most pinned posts we printed as instore posters, so Havaianas profile on Pinterest would become even more popular.

In its first months, the campaign had 250M impressions, with a cost per reach of just 0.0004 cents. Since the beginning of the campaign, Havaianas became a reference in Pinterest in Brazil, with almost no budget.