The creative idea was very simple: to be the first brand in Brazil to support the LGBT cause on prime time TV.

They started out with a 30-second prime-time spot on basic cable in Brazil. The first reaction from the audience was what we expected: massive rejection from conservatives. The film received a barrage of “dislikes” on YouTube, as well as thousands of critiques on social networks. Moreover, became the focus of a boycott promoted by religious leaders. But O Boticário was prepared to withstand the attack, and maintained a posture of trying to dialogue with all the negative comments left on the company’s social media profiles. Two weeks after the campaign went live, we created the hashtag #vaiterboticariosim (#SayYesToBoticario), which started to be used by people defending the brand and the cause of tolerance.

O Boticário was the most remembered brand after the Valentine’s Day period, for the first time in its history.

US$ 30 million in “earned media.”

13% increase in sales.

The hashtag #vaiterboticariosim was trending topics in Brazil.

The campaign was turned into an internet meme (to check this out, just google “Raio Boticarizador”