In Brazil, as consumers grow more open to Branded Content and Branded Entertainment, the industry is still stuck to traditional communication strategies. There's still a disproportionate focus on media buying as production budgets seem to shrink. Results are still mostly measured by the number of impacts, not by engagement potential. However, as a result of high quality and creative work developed by the still scarce agencies that specialise in the discipline, a door seems to have been opened to a process of acculturation and valorisation of content. Lately, it has gained relevance and attention in brand’s marketing plans. Slowly, content has been proving to be an important tool to build relationship and drive equity.The internet is from a distance the environment with the highest creation and distribution potential for content in Brazil. The demand for digital content is considerably higher than the offer, this scenario is quite the opposite for traditional media, such as television. Which means there is incredible potential to grow engagement and to build relationship with the consumer inside the web. The industry is starting to pick up on the trend and brand managers have been forced to re-evaluate the split between media and production investment.

What drew women to Dove’s 'Washed Face Profile Picture' social experiment was a strong shared purpose. It facilitated the user generated content strategy integrated to social media, powered by paid and owned media. The identification with the message being spread and the possibility of becoming the face of the campaign weakened the barrier of inertia. By changing their profile picture to a make-up free photo, and by signing up to join the movement, those women made their stand on an important and relevant modern subject in their lives. Not only was identification key, so were recognition and reward.

More than 40,200 women uploaded their pictures to social networks (Facebook, Twitter and Orkut) without any make-up on. Women started to share their experiences. As a consequence, came the buzz. On Twitter, the campaign reached more than 400,000 users and was trending for a whole week. Surprisingly enough, 60% of the messages weren’t about asking for votes, but truly sharing the cause. On Facebook, 97% of the project’s content was posted on people’s walls. Dove brought confidence and self-esteem to the Brazilian social networks. The women on the 7 most voted photos featured the new Dove campaign. And, together with the other 40,000 who displayed their washed faces on the social network sites, they proved to each other - with real content - that women can be beautiful just the way they are.