-Seda was able to reach its target, delivering a useful service at an ideal time for the target.

-We reached more than 3.51 million people through the Rio de Janeiro subway within one month of the brand’s presence.

-Sharing by users and news pieces about the action on social media amounted to more than 2.3 million people impacted.

-Promotion of the “Hairdo Car/Style Train/Train with Style” videocase surpassed 1.8 million views on YouTube and Facebook.

-Throughout the campaign, the brand’s sales increased by 15% in relation to the same period of the previous year, the biggest sales increase in the last 3 years.

To be relevant in the consumer’s journey meant that the brand had to present the target with the right content at the right time. Considering the pressure exerted by lack of time, that this problem prevented women from taking care of themselves and that their daily routine included a large block being lost to traffic, Seda developed a strategy to promote its video tutorial content via mobile. This way, those exhausting hours being lost on public transport could be recast as time for personal care and expression of personal style for these women.

With 24/7 monitoring of the strategy’s performance, we noticed that audience retention was 44% lower than the brand’s average. On the other hand, we saw that the average number of likes for full views was 169 times higher than the brand’s average. It was clear that the content was relevant.

Why, then, was the retention rate so low? We had encountered a structural problem. The quality of mobile internet connections in Brazil is low, and public transport does not offer Wi-Fi. This prevented our target from viewing our content in full.

This analysis led us to change the direction of the campaign: in addition to adapting the content for desktop computers, we decided to use another type of mobile media. We transformed a women’s-only car on the Rio de Janeiro subway into Brazil’s first underground beauty salon. In it, women could take advantage of time that they had considered lost to do quick, modern hairstyles, becoming even more beautiful and full of confidence to show off their style wherever they’re heading to.