We developed “Locas Lindas Veet” with an illustration theme featuring women in humorous situations.

The project involved two phases:

1) Seeding Stage:

We created 10 funny e-cards showing women trying unorthodox beauty methods and then we implemented an engaging editorial strategy with a fun, humorous tone on Veet’s Facebook fanpage, inviting women to join the conversation about beauty.

2) Contest Stage:

Through Facebook, E! Entertainment, local radio, and booths at supermarkets, we launched our call to action, inviting consumers to share their crazy stories in order to look beautiful on a dedicated microsite (https://www.locaslindasveet.com/) to win a once-in-a-lifetime experience: to become the host of a branded segment on E! Latin News.

Weekly winners (those with the most votes) won Veet’s new product line and were entered into the final round competition. Finalists competed in a videoconference challenge that was judged by Veet and E! Entertainment executives.

Veet achieved a +14% sales increase, more than the 10% objective that was set; and post campaign maintained growth of +9%.

Growth of Facebook fans by an astonishing +175%

+53K unique visitors to the Locas Lindas Veet site

Over 1,400 stories were shared online

We reached 54% of our target by successfully integrating Facebook ads and E! Entertainment spots, earning 137 million social impressions