On the PR front, the idea was to find a unique way to put the product in the hands of target opinion leaders from a blogger and celebrity pool.

We downloaded the photos of these women on social medias. We then designed custom personalized packaging featuring the same picture on both sides. While one side of the package was exposed to the sun for a week, the other was protected from it.

Inside the package, came a sample of the product itself. A brief explanation of the action was printed on the outside of the box, which was then shipped to these celebrities.

IMPLEMENTATION

The preparation period of the campaign was key for the success of the action: together with the PR team of L`Oreal a "filter" was designed to help find the most appropriate influencers according to profile and goal. This unable the message to be spread with excellent results both qualitative and quantitative.

TIMELINE

A large research was done to select the most appropriate influencers for the action. First our celebrities were mapped during an entire month. Then, we got a photo of their faces from the social media. Next, we designed the customized packaging one by one, printing their photos on two sides. After that, we printed the special packaging enclosing the sunscreen and subsequently sent to the influencers. Then we just waited for the shares.

PLACEMENT

The action was held at the main public squares of Brazil.

SCALE

200 influencers participated in the action.

OUTCOMES/AWARNESS

Our expectation was for an average of 20% of engagement and shares. However, we reached a total of 50% engagement and shares that was multiplied with no direct cost to the visibility of the brand.

KNOWLEDGE/CONSIDERATION

The action helped transform Capital Soleil's into the most important Vichy franchise and generated an 87% brand value increase (IMS data / Value YTD).