Nebacetin is an ointment that has been taking care of families for many years, treating cuts, bruises and scratches. It’s a traditional medicine, but hasn’t stopped in time. In 2012, we needed to show that, in order to strengthen the brand against new launches. So we created an online service: The Restorer Nebacetin. You just needed to access the website and submit and old picture, damaged by time. In the same way as Nebacetin takes care of families, The Restorer would take care of your picture: using technology, the character restored the pictures, returning them in brand-new shape. With this simple metaphor, we were able to approach a new audience, and position Nebacetin and its uses clearly.

We launched the website in October 2012. Together with it, we launched a complete strategy of media seeding. Bloggers, magazines and newspapers that talked about the related subjects knew about the new service. Earned media started spreading the news. An online media strategy helped to increase the accesses, which were also multiplied organically with shares. One month later, a new subject was introduced: we filmed a documentary about The Restorer Nebacetin restoring the Wedding album of the oldest couple from Brazil. The documentary gave a new push on accesses, and helped the campaign to reach a new audience.

The results of brand awareness and protection of territory were achieved. A downward trend in sales was reversed, with the brand now stable - good news when the highly competitive scenario is considered. The campaign had a result of 38% of brand linkage and 64% of purchase intention. Moreover, after reaching this stability, the brand reactivated the launch of a new range of products that had been freezed.