SELECTED WORK
SELECTED WORK
CLIENT:
O Boticário
RESPONSIBLE FOR:
Community Manager & Big Idea
YEAR
2023
When launching its first line of intimate care products, Boticário faced a challenge with social media algorithms. Words like "vulva" and "vagina" were prohibited on TikTok where the brand wanted talkability over the newly launching. So, how could they spike conversations about well-being and intimate care with consumers?
The solution was to hack the algorithm by using the product line's name, “Cereja Livre” (Free Cherry) as code for the banned words. This invited women to deceive the algorithm and find a safe and welcoming space to discuss intimate care. This creative solution allowed women to discuss topics that were previously off-limits. It also allowed the brand to start conversations and build relationships with its audience. Moreover, the campaign was successful in generating an engaged community and increasing awareness of the product.
The campaign led to over 62 million views on the hashtag #CerejaLivre (Free Cherry), and searches by the brand increased by over 450%. #CerejaLivre was highlighted at the TikTok Summit, featured in the TikTok Latin America event #AgoraVocêSabe (Now You Know), nominated for Effie Brazil, and awarded Grand Prix of Best Mídia.
In an innovative partnership, Beleza na Web and influencer Nah Cardoso have launched the brand’s first makeup line, ''Nah by BLZ``. Designed for the modern woman who is always on the go, the collection features eight multifunctional product, developed to offer practicality and style anywhere, combining easy application with long-lasting wear.
The launch campaign, starring Nah Cardoso, captured the fast-paced rhythm of urban life, with scenes reflecting the influencer’s dynamic daily routine. The concept “Beauty in Motion” embodies the essence of the line, which is versatile and adaptable to the needs of contemporary women.
This collaboration marks a significant milestone for Beleza na Web, as the launch of its own makeup line reinforces its commitment to innovation and excellence in the beauty industry.
The primary goal for PopCorners® was to successfully launch their product in Brazil and significantly boost brand awareness within the country. This involved not only introducing a new snack option but also positioning it as a fun and healthier alternative to traditional fried snacks.
To achieve this, we partnered with renowned Brazilian celebrity Sabrina Sato, who was selected as the brand ambassador. Given her popularity and vibrant personality, we believed she would resonate with the target audience and effectively embody the brand’s message of being “Never Fried, Always Fun.”
We implemented a comprehensive communication strategy that included creative campaigns featuring Sabrina, aimed at engaging consumers through social media and other platforms. This included showcasing the snack’s appealing flavors and its unique selling points, such as being light and made with minimal ingredients.
This collaboration not only marked a significant milestone in PopCorners®' entry into the Brazilian market but also set the stage for ongoing brand communications. The partnership with Sabrina Sato helped to elevate brand visibility and connect with consumers on a personal level, fostering a community that appreciates both the product and its ambassador.
The primary goal for PopCorners® was to successfully launch their product in Brazil and significantly boost brand awareness within the country. This involved not only introducing a new snack option but also positioning it as a fun and healthier alternative to traditional fried snacks.
To achieve this, we partnered with renowned Brazilian celebrity Sabrina Sato, who was selected as the brand ambassador. Given her popularity and vibrant personality, we believed she would resonate with the target audience and effectively embody the brand’s message of being “Never Fried, Always Fun.”
We implemented a comprehensive communication strategy that included creative campaigns featuring Sabrina, aimed at engaging consumers through social media and other platforms. This included showcasing the snack’s appealing flavors and its unique selling points, such as being light and made with minimal ingredients.
This collaboration not only marked a significant milestone in PopCorners®' entry into the Brazilian market but also set the stage for ongoing brand communications. The partnership with Sabrina Sato helped to elevate brand visibility and connect with consumers on a personal level, fostering a community that appreciates both the product and its ambassador.
Zé Delivery, a delivery app present in 714 cities and reaching 65% of the Brazilian population, aimed to deepen its connection with Brazilian consumers to expand its user base. With a milestone of 5.7 million active users, the brand sought to enhance its market positioning as the app that "unlocks fun''.
To align with the brand's identity of combining humor and efficiency, we focused on developing a tailored PR and content strategy for TikTok. Recognizing the platform's potential to engage younger audiences, we positioned Zé Delivery as a relatable and entertaining presence in users' feeds.
Our approach emphasized creating content that entertained rather than interrupted. We designed campaigns that resonated with TikTok’s unique culture, including humor-driven videos, engaging challenges, and relatable scenarios that highlighted the app's functionality and benefits. By ensuring our messaging was adapted to the platform's tone, we aimed to foster emotional connections with users.
We also utilized TikTok's viral nature to create challenges and collaborations with influencers that would amplify our reach and engagement. By consistently analyzing audience feedback and engagement metrics, we adapted our content strategy to maximize relevance and impact.
GET IN TOUCH