ALWAYS
With the rise of native digital beauty brands, and the entire transformation of this market since its arrival in Brazil in 2011, TRESemmé had a challenge: to transform itself into a Digital First brand, challenging the market and innovative, building relevance and operating in a Always On communication model.
In the role of head of the account, leading the operation and strategic planning and creative content teams, we developed and implemented a multichannel editorial plan, in addition to a consistent influencer strategy, creative direction for social friendly shootings and a digital brandbook, which helped to reposition the brand, moving the needle on engagement, talkability and share.
ON
The "Because. Schutz” campaign marked a new chapter in the brand's history. Photographed on the streets of New York in an urban and not obvious mood, with a spontaneous and fun attitude. Starring the top model Adriana Lima, who represents all the "Schutz lovers”, who are inspired to use fashion to their advantage and the way they like it - without rules or following standards.
It was Schutz's first global launch, which united Brazil and the United States with the same communication and products. An extremely assertive planning was necessary, in which I worked with the teams from New York and São Paulo to align all the key points of the launch, including digital content strategy with landing page, social networks, CRM and
e-commerce strategies in both countries, also covering the launch of the new store in
Soho, NY.
