Sym, the feminine hygiene brand for Santher (a Brazilian Cellulose Manufacturer Company), had a challenge as the 4th brand on the market: to increase its market share by increasing its relevance to the consumer and overcoming a barrier with the retailers. The retailers had some distrust regarding the product due to previous distribution issues that were solved, but had generated a negative pre-disposition to sell the company’s brand.The Sym product line has a teenage feel to it, so Santher decided to play its strength and launch a campaign focused on the 11-24 year-old girls. In order to reach them, the campaign needed to speak to them in a deeper level than just a 30 second spot on a TV channel.

To engage the target, the campaign set its basis on different premises: the message needed to be highly compelling to these girls (therefore a promotion with prizes and a spokesperson that would fit the target), the language needed to be organic to them and the presentation of the message needed also to feel like part of their daily life.

There were 8 months of work, with weekly meetings and generating content to the media. It ran as planned and gave support to the main strategy.To engage the target, the campaign set its basis on different premises: the message needed to be highly compelling to these girls (therefore a promotion with prizes and a spokesperson that would fit the target), the language needed to be organic to them and the presentation of the message needed also to feel like part of their daily life.A promotion using the biggest teenage singer Miley Cyrus, in Brazil for the first time. The main prize was to take place in an exclusive party for 60 winners.

As a warm up for the party, during 6 months, Miley not only related to the product, but also to the local culture through internet videos.

In the first 2 months of campaign:- 43 articles in press media evaluated in R$ 311,000,00- 140 articles in online media evaluated in R$ 514,000,00- A 2 minute segment on a TV station worth R$ 180,000,00- Miley adds the Portuguese version of her hit song "Party in the USA" created for the campaign to her repertoire for the tour.