For more than 10 years C&A, the main fashion retail chain in Brazil for the lower income classes, has been the official sponsor of Sao Paulo Fashion Week; the biggest fashion event in Latin America. However, this was irrelevant to its consumers, who regarded this universe as being too remote for them (a world of celebrities, famous people and expensive clothing). C&A decided to change this perception and took the challenge of “democratizing fashion information”. And that was accomplished in a PR campaign that integrated online tools, traditional advertising and partnerships with opinion makers, covering the event practically in real time. After the event had finished, C&A became the biggest SPFW’s fashion content provider. And, for the first time, the brand’s consumers had the chance to find out, anytime they wanted, everything that went on in the backstage of Latin America’s main fashion event.During the event’s 5 days, 5 million people were impacted by this action, generating 238,350 hits to the website, with 147,440 unique visitors. And what started with the objective of informing and democratizing fashion became the largest fashion content operation ever undertaken in Brazil.

Art + advertising + social media:An artist belonging to the universe of fashion was invited to create illustrations inspired by the event’s theme, “Brazilianness”. Her illustrations, which celebrated the one hundredth anniversary of Carmen Miranda’s birth, were featured in the communication pieces of the integrated campaign which took over the streets of the city. In addition to these pieces, during the 5 days of the event the artist performed a live painting on a 36-meter panel at the principal entrance to the event.

All the pieces in this effort invited targets to a website where they could follow, in real time, the evolution of the live painting, and read coverage about the event and what was going on behind the scenes generated by the country’s 15 top fashion bloggers, who adopted a more accessible language, closer to C&A consumers.

During the event’s 5 days, 5 million people were impacted by this action, generating 238,350 hits to the website, with 147,440 unique visitors.With 267 posts, C&A was responsible for more than 60% of all the online content generated about the SPFW. During the event, two very different worlds, that of fashion and that of low-income consumers, were brought together at the C&A website.And what started with the objective of informing and democratizing fashion became the largest fashion content operation ever undertaken in Brazil.