Marisa Stores: FROM PRINCESS TO PRINCESS

Credits & Description:

Category: Celebrity Endorsement

Advertiser: MARISA

Product/Service: MARISA

Agency: FISCHER & FRIENDS

Creative Director: Daniela Ribeiro (Fischer/Friends)

Creative Director: Diogo Mello (Fischer/Friends)

Convergence Director: Thais Fabris (Fischer/Friends)

Convergence: Renato Michalischen (Fischer/Friends)

Media placement: Digital PR - Exame Magazine Website - 28 April 2011



Summary of the Campaign

Generate buzz and visibility with the lowest investment possible.



The Situation

We were days away from the wedding of the century and millions of women in Brazil would love to have something in common with the princess’s life.



The Goal

Generate buzz and visibility with the lowest investment possible.



The Strategy

Send intimal clothes to the princess of England, taking advantage of the euphoria surrounding her marriage with Prince William



Execution

The action was capable of get a big attention in the national media, because of the audacious plan that included sending intimal clothes of the client store to the princess Kate, in UK.



Documented Results

The US$ 100 of investment generated 20 thousand clicks, 31 thousand accesses to the virtual store, an increase of 15%, sales that generated an income of US$ 30.000 and US$ 100.000 in spontaneous media in the main digital vehicles in Brazil.