Insight
Seda offers to drive women from the lower middle class in their journey of overcoming obstacles and achieving goals, offering girls hair as strong and amazing as they are in their daily routine. Considering the objective of the campaign, the digital had to go beyond: it was also necessary to bring consumers closer and engage them around Seda. It was necessary to find an argument strong enough to bring back the desire for Seda Combing Creams while changing the consumption habit in this segment, creating a distinguishing feature.
The campaign needed to show the diversity of women and adjust to their life context and, of course, consumption context. Curly or straight, preppy or rocker, little girl or big woman: #VaiQVai (#YouGoGirl) with Seda.
Strategy
The #VaiQVai with Seda platform showed hair do videos tutorials organised according to hair type and length on Seda’s brand channel on YouTube. The intention was to attract new consumers and create even more situations to use the product for women who already used the combing cream.
No conventional names of hairstyles: The campaign was not about technique, but about style and context. The names of tutorials were names of achievements and situations: #Vaiqvai get the project approved, #VaiQVai rock on the weekend, #VaiQVai be promoted, #VaiQVai dance samba, #VaiQVai meet that cute guy.
The media strategy defined was the creation of attitude profiles clusters, and at the same time, F.biz chose platforms offering reach, optimisation according to frequency, segmentation and behaviour.
YouTube was the hub of the campaign, and Facebook completed the strategy with assertive segmentations and frequency control, nullifying people exposed by the campaign and, thus, on both channels there were constant optimisations in the frequency and change of materials promoted based on retention.
In addition, supplementary actions contributed to the success of the campaign: Geolocated Mobile Media, Regionalisation, Second Screen on Twitter about the merchandising proposed by the brand’s offline agency, Hangout with Isis Valverde and Carla Lemos (blogger), posts by bloggers, pioneer media strategy on Instagram and the Hair Style Train: the first underground beauty salon in Brazil.
Supported by the flexibility of digital means, the agency gave visibility to the reinterpretation of the brand’s language, which became much more informal and cool, and proposed solutions beyond traditional formats, allowing more connections within the contexts of consumers.
Execution
F.biz made the brand’s language more modern based on the attitude and boldness of consumers. Slangs, informality and spontaneity created a more relaxed way to communicate.
It was through STYLE and POP language that it brought the innovation required by the segment and a new meaning to Combing Creams, embracing the diversity and contexts of consumers.
The Style Train – first underground hair do salon – was created to show the girls how easy and fast it was to make a simple style transformation, to go and achieve whatever they were going to.
A mobile app was designed so the girls could carry all the new styles wherever they wanted. With a recognition feature, they could also take a picture of a combing cream pack and the app would return with the video content showing the types of hair do styles they could do according to the type of combing cream.
The agency applied this new language of the brand also to the media strategy. The challenge was generating assertive reach for the 36 contexts shown in the tutorials, encouraging new forms and moments to use the product.
Results
The media strategy resulted in the following results for the brand: Seda reversed the average decrease of 8% per year for the last 10 years: the consumption of combing creams increased by 15%, reaching a peak of 19% in the ninth month of the media effort. Furthermore, it led to a simultaneous increase of frequency and penetration rate, at 4.3% and 11.8% , respectively.
The campaign reached record growth in volume of combing cream with an increase of 7.5k more tons, representing a 19% increase in the sales of the product.