With the aim of creating an unmissable campaign, which would generate buzz for the launch of the new TRESemmé Brilho Lamellar line, but more than that, which would mark the brand's new moment, we developed TRESemmé's first 100% digital campaign, which involved social content , retail media, influencers, DOOH and brand experiences.
With a concept that highlights the maximum intensity of shine and a unique gloss effect on the hair, now at your fingertips with the innovative Lamellar technology, we invite the public to experience all its possibilities!
In the role of head of project content and strategy, and development of its planning, we propose a 360 strategy with 3 phases:
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.
1
WARM UP
2
BLAST LAUNCH
Great reveal of our concept, unfolded in an ecosystem of content, interconnected and at the same time unique. Including the hero video with Sabrina Sato and her avatar Satiko, as well as teaser videos developed in CGI that generated maximum curiosity on the networks.
Video hero
Teaser
Social Shooting
3
Unpublished stories that support our launch, delivering new creative and strategic stimuli, such as the Glamor Award and a viral challenge on Tiktok.
LONG TAIL
Prêmio Glamour
Beauty Fair
Technology
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As a result, the campaign had 6.5 million views It is147 thousand likes in the first 24 hours. Suming organic with a full funnel media investment, we add200 million views, more than a million likes, 155 thousand clicks and 41 thousand shares, in a digital first and digital only campaign.