The creative strategic solution was to apply Natura’s environmental friendly attitude into a banner campaign, so we used the “back” of other advertiser’s banners. The banners were on the most important Brazilian portals, maximizing its reach.

As a result, we had an interaction rate of 41% and a click through rate 3,5 times higher than the average for a regular banner. Plus, a CPM 68% cheaper for using a media space that had been already sold for another advertiser.