Brazil is one of the world leaders in time spent on the internet and engagement on social networks. Consumers in Brazil spent more than 27 hours per month online on their desktop computers, representing the highest average engagement of all 8 Latin American markets analyzed by Comscore. (Source: comScore Media Metrix 2013).

The country is also a huge online video market. Web video consumption in Brazil grew 18 percent in 2012. Facebook video-viewing audience grew by more than 400 percent last year (Source: comScore Media Metrix).

However, most of the brand efforts to engage audience with online video still inherits the language of TV commercials. It is very common to watch a TV ad adapted to the YouTube TrueView format, causing viewers to skip the content as soon as they can.

Videos made specifically for the internet, though, have bigger chances to cause positive impact in an audience eager to find something to share.

When O Boticário - the most loved beauty brand in Brazil and world’s top franchise in the category - briefed us to use internet to launch its Christmas campaign, it seemed like a big opportunity to catch web viewers using the emotion naturally associated with the brand and Christmas time.

The client wanted customers to shop earlier for Christmas, beginning in October.

Nevertheless, a brand like O Boticário, with a strong emotional bond with their consumers, couldn’t start a Christmas campaign telling people to shop. Before saying it, it needed to tell people to anticipate what makes Christmas special to all of us: all the love we feel during that time.

This was our catch to make O Boticário the first brand to generate an impact during last Christmas.

Throughout the campaign, our presence and media investments on Facebook and YouTube also helped attracting people to our content.

The emotions people showed in the store during that day surprised us. People declared their love to relatives. Friends made up after years apart. A long married couple renewed their vows. And there was even an unexpected marriage proposal.

When the video was posted, it quickly gained audience and encouraged emotional comments. It reached more than 1,6m views on YouTube and generated more than 45,000 interactions on Facebook.

Emotional comments all around the country and extensive media coverage made O Boticário not only the first, but the most commented on brand during all Christmas.