The campaign objective was to increase the emotional bond and brand differentiation with the Brazilian consumer, reignite the credentials of expertise and professional quality to recover the relevance and consideration of TRESemmé, and go beyond the launch of variants throughout the year and be present in a permanent and frequent way.

Then we received the information that 92% of women feel their achievements are undervalued. (Source: The Power of Presence study/Nov 2017). This insight was precious for the creative idea.

Many times, women have their achievements attributed to luck, and all their preparation, focus, dedication, and efforts are undervalued and reduced to mere happenstance. Our challenge is not about resignifying luck, but legitimizing that our destiny shaper doesn't need luck to achieve.

TRESemmé found an very unique territory among all haircare brands, fighting against achievement delegitimization, while legitimizing women´s preparation and demystify the idea that their achievements were mere luck.

92% of women feel their achievements are undervalued. (Source: The Power of Presence study/ Nov 2017). This insight was precious for the creative idea.

TRESemmé target believe that preparation has to be valued always. Many times, women have their achievements attributed to luck, and all their preparation, focus, dedication, and efforts are undervalued and reduced to mere happenstance. Our challenge is not about resignifying luck, but legitimizing that our destiny shaper doesn't need luck to achieve.

Achievers do not need luck, they always prepare themselves to be ready and win!

The main idea comes up with the signature: I’m ready. It wasn’t luck.

We invited women to talk about all the preparation journey for this achievement (recognizing here the privileges and difficulties of each journey).

TRESemmé spot the opportunity to be women´s ally on the backstage, equipping them to feel confident to step forward, creating an emotional bond that goes far beyond the functional quality of its products.

The campaign had the objective to unstereotype, bringing diversity in depth of the women portrait and backgrounds. And we invited 3 diverse, inspiring, and powerful protagonists. Carla Akotirene, black, Master and Ph.D. student in Feminist Studies, writer, Columnist for Vogue, Rita Carreira, plus-size model, Forbs under 30. And Yasmine Sterea, CEO and founder of Free Free, a platform for the physical, emotional, and financial independence of women.

They talk about all the preparation journey for this achievement (recognizing here the privileges and difficulties of each journey).

To start the campaign, the Purpose TV film was implemented on main open TV channels, such as, Globo. Record, Record News, SBT, and also in pay-TV channels Viva, Universal, GNT, Globo News, with a total of 1264 airings. Then the strategy was followed to air the Brand Content TV film. Both strategies considered digital purposes on Facebook, Instagram, Twitter, Pinterest and YouTube.

To amplify the discussion about the legitimacy of women's achievements, the campaign had a full ecosystem, with a strong presence on TV, PR, digital formats and influencers.

The campaign organically expanded its voice through social media. The insight was so true that several influencers and role models on their fields spontaneously engaged, talking about our message from their perspective.

44MM people reached

1st positive grown in 7 years

10x Higher Engagement Rate Vs Category

+ 150 articles in press

R$ 12MM in earned media

+ 120MM impressions

Spontaneous engagement of other brand ambassadors