On International Women's Day, L'Oréal launched a film about Valentina Sampaio’s true story, a transgender woman who would have her identity documents rectified. For many, taking an ID photo is something that deserves no big attention. But for Valentina, it was the first official photo as the woman she’s always been. L’Oréal supported and empowered Valentina to feel as beautiful as she wanted to be portrayed. It was her first official Women’s Day.

In order to inspire people and transform hate into love, the brand had to the lead against prejudice and violence that still remain alive in Brazil. The idea was to surprise everyone by questioning gender limits and using L'Oréal's own beauty codes to reconnect with the audience in the most sensitive, meaningful and respectful way: recognize beauty in all its expressions and making its slogan, "Because we are all worth it", more relevant and powerful than ever.

By spreading the message in an original and relevant content to the audience, we decided to adopt a strategy of credibility to gain legitimacy, conquering those who already spoke about the issue. Thus, as the video was available early in the morning to all, soon we reached the most powerful cultural influencers on Facebook. Later we got the spokespersons support on Instagram. Only later in the afternoon did we drive the content, yet, giving priority to those who were more sensitive to the content.

The “all in a day” timeline: in the morning we posted the film focusing on its organic potential. Later, influencers had the exclusive 15” version for their Instagram accounts; then we drove the film to the other audiences. In 6h the whole country was talking about the film (Rio and São Paulo influencing as main centers of the debate) and in 24h the world was touched.

In a survey with 200 ABC, 16 to 45 years women from all over the country we noticed that the campaign was able to change the behavior and perception of consumers. After watching the film, 41% of women gave a grade 10 (maximum score) of how much they liked the video and 26% rated with grades 8 or 9. While only 5% would not like to see Valentina in upcoming communications of the brand.

Brand perception was increased by 15% (consumers that thinks that L'Oréal is a bold and reliable brand) and we noticed a 22% increase in being seen as a brand connected with real life and an increase of 35% of the perception that L'Oréal is a brand in tune with contemporary women's issues. Moreover, increased by 10% the number of consumers who said that probably would buy L’Oréal products in the near future.