Santher: YES, I WANT IT!

Credits & Description:

Category: Best use of Social Media Marketing in a Promotional Campaign

Advertiser: SANTHER

Product/Service: FEMININE HYGIENE BRAND

Agency: ENERGY MARKETING COMUNICACAO

Date of First Appearance: Nov 1 2010

Entrant Company: ENERGY MARKETING COMUNICACAO, BRAZIL

Entry URL: http://www.cafeinavermelha.com.br/social

Creative Vice President: Vitor Knijnik (Energy)

Creative Director: Vitor Knijnik (Energy)

Creative Director: Nelsinho Botega (Energy)

Account Director: Fabio Imparato (Energy)

Planner: Clarissa Amaral (Energy)

Digital Strategy: Beto Toledo (Energy)

Social Media Supervisor: Erica Carrara (Energy)

Media placement: Twitter - Twitter - 10 October 2010

Media placement: Fan Page - Facebook - 1 November 2010

Media placement: Fan Club Page - Website - 1 November 2010

Media placement: Orkut - Orkut - 1 November 2010



Describe the objective of the promotion.

Sym, the feminine hygiene brand for Santher (a Brazilian Cellulose Manufacturer Company), had a challenge as the 4th brand on the market: to increase its market share by increasing its relevance to the consumer and overcoming a barrier with the retailers. The retailers had some distrust regarding the product due to previous distribution issues that were solved, but had generated a negative pre-disposition to sell the company’s brand.

Santher decided to launch a campaign focused on the teen girls. To reach them, the campaign needed to speak on a deeper level than just a 30 second spot on a TV channel.



Describe how the promotion developed from concept to implementation.

To engage the target, the campaign set its basis on different premises: the message needed to be highly compelling to these girls (therefore a promotion with prizes and a spokesperson that would fit the target), the language needed to be organic to them and the presentation of the message needed also to feel like part of their daily life. As a result, a promotion with the international teen sensation Miley Cyrus was created. There were several spots shot with Miley Cyrus interacting with the Brazilian culture.



Explain why the method of promotion was most relevant to the product or service.

To make it digitally successful, the spokesperson, the message and the language were chosen to the best possible fit: a promotional campaign with an exclusive party-with-Miley-Cyrus’ invitation as the main prize, all communicated with videos specially shot for YouTube. With an online primary strategy, the promotional website wasn’t the only official communication channel of the promotion. Everything was communicated through the promotional website, social media channels as Twitter, Facebook and Orkut, Youtube Brand Channel and promoted videos, reach media and online displays, and also through a partnership with the largest Miley Cyrus’ fan-club in Brazil.



Describe the success of the promotion with both client and consumer including some quantifiable results.

As a result, there were more than 5 million views on the videos of the campaign, more than 600 million impacts on the target, 200,000 mentions on social networks, half a million accesses on the promotional website and more than 70,000 valid pin codes entered in the promotion, and those are just preliminary results. The promotion finishes on March, 31st 2011.