Category: Best Use of Branded Content & Sponsorship
Advertiser: O BOTICÁRIO
Product/Service: MAKE B
Agency: ALMAPBBDO
General Media Director: Paulo Camossa Jr (AlmapBBDO)
Media Director: Wanderley Jovenazzo (AlmapBBDO)
Media Supervisor: Isabela Albero (AlmapBBDO)
Media Supervisor: Marcelo Coleto (AlmapBBDO)
Media placement: TV - 9 Brand Placement - Globo, RTV!, GNT - 14 June 2011
Media placement: Magazine - 3 Advertorials - Caras, Quem - 17 June 2011
Media placement: DOOH - 10 Second Spots - Elevators Monitors - 14 June 2011
Media placement: Digital - Dysplay Media - Fashion Web Sites - 14 June 2011
Insights, Strategy & the Idea
SPFW is the most important fashion event in Brazil.
O Boticário is a company with a democratic consumption profile and one of the event’s sponsors with its Make B. makeup line. Sponsoring the event means associating ourselves with modern and sophisticated values, which the brand needs, but it also distances it from its main public who don´t have access to the event.
Challenge: transfer O Boticário’s values to the event, making it more democratic.
Insight: Makeup makes beautiful women look incredible. Therefore Make B needed to be more than a sponsor – it had provide the event with innovation and make it even more attractive.
The idea was to showcase the current trends in the makeup world on a first-ever makeup catwalk show, turning the event into a platform for launching the new Make B Infinity collection.
In order to surpass the event’s boundaries and bring it even closer to the consumer, we transformed the brand’s activities at the event into editorial content for the country’s main communication vehicles.
Creative Execution
The editorial content was developed in partnership with the communication vehicles. And, to expand repercussion and make the information democratic, they were run on various media platforms that, in addition to bringing the fashion universe closer to O Boticário’s consumers, also helped expand visibility for the brand:
• Open TV: advertorials on high-rating shows, on Globo Network and RedeTV!, the main broadcasters in the country.
• Pay TV: sponsorship of the event’s broadcast and advertorials on shows on GNT, the channel with greatest affinity to the female audience.
• Magazines: advertorials covering the event in Caras and Quem magazines, the weekly celebrity magazines with highest circulation.
• OOH TV: vignettes about the event in elevators at office buildings, to bring the subject of fashion into people’s everyday life.
• Digital: articles covering the event on the main web sites and portals geared at a female audience told all of the event’s news.
• Twitter: daily posts about what happened backstage at the event.
Results and Effectiveness
The makeup show was so original that it generated millions of R$ in spontaneous media, with hundreds of articles published in the most diverse communication vehicles – equivalent to more than ten times the media investment.
The media strategy let over 46.8 million people throughout Brazil stay up to date on the brand’s activities during the event, making it more open and accessible, in line with O Boticário’s values.
And the success was not just in audience and buzz. The sales results were also surprising: 53% growth in sales in comparison with the same period of 2010.