We were able to impact 32 million people on the Brazilian Internet on a single day, with a frequency of 12 impacts per person. The coverage achieved with the budget invested was not possible in any other medium and, through the Internet, we proved it was possible to develop brand awareness through a high-impact project.The campaign generated consumers' interest in the product and, on a single day, attracted over 70,000 fans for the brand on Facebook, and the request for nearly 20,000 samples.

We negotiated with all major portals in Brazil and went after Google to use its largest properties in the country. Our goal was ambitious: to cover the entire Brazilian Internet on a single day.We even created new formats for posting in certain portals and succeeded, for the first time on the Brazilian Internet, in communicating the same intervention in the five major competing portals. In addition, we aired the campaign on the Orkut log out, the most disputed by advertisers in the daily market and the masthead on YouTube as part of the Google Day project.

TRESemmé is a globally successful product launched in Brazil in January 2012 with great expectation of winning quick market share.The timing was ideal: with the increased purchasing power of Brazilians, women are investing more on beauty products, and their concern with hair is huge, more than with diets!We needed massive communication to quickly raise brand awareness among our audience and generate interest in trying out the product.Our insight was to create a media avalanche that impacted the entire audience with our message. Thus, everyone would know that the product had arrived to store shelves. The problem was that to do so through offline media was impossible with the budget we had.