The solution for this campaign was to communicate through web banners the “Deixe o novo Seda surpreender você” (Let the new Seda surprise you) concept and also offer product samples.We placed ads on segmented websites and social media networks. The advertisement took place on websites that reach and relate to female audience, as well as magazines and offline media.The brand’s website, www.seda.com.br, was the main destination, to where the communication efforts were targeted. Matching a clear and direct communication with relevant media, the goal to distribute 700 thousand samples was achieved in only two months.

In Brazil, 37% of women are dissatisfied with products and services offered by the Beauty and Personal Care industry.In order to change that, Seda sought F.biz to use digital media as the main channel for a sampling action – women are searching for answers and solutions on the internet.Thousands of samples were distributed, and with the goal of making the action more effective and straight to the point, we managed to create a flow opposite to the usual. Meaning that instead of promoting the brand to any consumer, we offered the solution specifically to each unsatisfied person.

In two months, Seda distributed over 3.6 million samples – over 750 thousand of those through the Internet, generating a database of more than 600 thousand women. After their experience with the brand, we wanted to know if the initial dissatisfaction persisted.We carried out a survey on which more than 100 thousand ‘unsatisfied’ women shared their opinion. 97% of them tried on the sample, 95% said they would consider buying the product on future purchases, and 81% stated that Seda had delivered the expected results and that the product brought more than two improvements to their hair.

Based on the grounds of the campaign’s goal, the creative outcome would have to focus on fast communication to ensure that the consumers were curious to really sample the product.With that in mind, ads with a direct message regarding hair were created to attract and engage the targeted audience in requesting a sampling of the product. The strength and originality of the campaign consist on its wide presence and intelligence, on which the consumer was reached in the exact moment where they were thinking about and searching for the subject of hair, including the dialogue on blogs and Twitter.