Arezzo
2023
Responsible for:
Brand Lead Executive; Creative Brief; Tagline Pitch; Production
My Turn: Empowering Gisele Bundchen's Comeback Story
The Brazilian fashion brand, Arezzo, was about to launch a campaign starring Gisele Bundchen. It would be her first campaign after her big comeback, following her retirement for several years. Gisele was in the news due to her breakup with Tom Brady. Our challenge was to make the campaign as relevant as her personal headlines. We based our strategy on the insight of making Gisele the protagonist of her own story. We crafted a campaign highlighting Gisele’s strength and resilience and showing how she was taking control of her life.
I was responsible for the concept pitch, "My Turn," which named the collection, the campaign, and the social media activations. This concept was taken from an interview she gave for an Elle profile, and it shared the same power as catchphrases from Miley Cyrus and Shakira, who spoke about redemption stories with empowering sentences focused on resilience and success.
"My Turn" tells the story of a woman who returns to claim what is rightfully hers, from the runway to the headlines. It was a huge success and the collection was well-received by customers. The media also highly praised it, leading to a surge in the brand's sales.
O Boticário
2023
Responsible for:
Brand Lead Executive; Team And Project Management;
#Cerejalivre: Boticário's Revolutionary Hack In Intimate Care Conversations
When launching its first line of intimate care products, Boticário faced a challenge with social media algorithms. Words like "vulva" and "vagina" were prohibited on TikTok where the brand wanted talkability over the newly launching. So, how could they spike conversations about well-being and intimate care with consumers? The solution was to hack the algorithm by using the product line's name, “Cereja Livre” (Free Cherry) as code for the banned words. This invited women to deceive the algorithm and find a safe and welcoming space to discuss intimate care. This creative solution allowed women to discuss topics that were previously off-limits. It also allowed the brand to start conversations and build relationships with its audience. Moreover, the campaign was successful in generating an engaged community and increasing awareness of the product.
The campaign led to over 62 million views on the hashtag #CerejaLivre (Free Cherry), and searches by the brand increased by over 450%. #CerejaLivre was highlighted at the TikTok Summit, featured in the TikTok Latin America event #AgoraVocêSabe (Now You Know), nominated for Effie Brazil, and awarded Grand Prix of Best Mídia.
O Boticário
2021
Responsible for:
Creative Brief; Storytelling Approach; Production
Manu Gavassi's Jam-Packed Schedule Sparks Gen Z’s Creator Instincts for O Boticário
In a world where Manu Gavassi, a beloved Brazillian actress and songwriter, gained immense popularity after securing 3rd place in Big Brother Brazil, the beauty brand Boticário faced the challenge of launching their collaboration with her amid a flurry of headlines about her numerous projects and endorsements. To ensure the campaign stood out authentically, we devised a brilliant strategy based on the insight that Manu's hectic schedule left her with little time to create the campaign herself. The strategy proposed hiring an "intern" to work closely with her, learn about her, and help promote the makeup line. To add excitement and buzz, the campaign was turned into a social media contest, where participants could win a R$30K "salary" by showcasing their creativity on their social media accounts wearing two products from Manu Gavassi's colorful makeup line.
The unexpected announcement garnered attention from 250 media publishers with an ad value of R$1.5MM. Within four days, more than 3K videos flooded Instagram and TikTok, making O Boticário's Intense the most talked-about beauty brand in Brazil that week. The contest-driven approach led to an astounding 642% surge in daily purchases, setting remarkable sales records. And the campaign's happy ending came when Tami, the lucky contest winner, had the opportunity to collaborate with Manu Gavassi and developed a genuine fondness for the beauty brand, ultimately earning herself a real job at O Boticário.
O Boticário
2022
Responsible for:
Brand Lead Executive; Team And Project Management; Production
#Tiktokmademebuyit: Unleashing The Power Of Tiktok Influencers To Drive Explosive Sales For Scandal Lashes Mascara
In the aftermath of the massive impact of Covid-19 on the makeup industry in 2020 and 2021, the challenge arose for O Boticário to achieve growth in purchases for their recently launched Scandal Lashes Mascaras. However, the market had become fiercely competitive, and the product seemed to go unnoticed by the target consumers. The strategy to tackle this hurdle was inspired by TikTok’s influence over beauty sales with its #TikTokMadeMeBuyIt phenomenon. Recognizing the power of viral content on the platform, the team curated a group of 38 influential creators from various makeup niches, including artistic, lifestyle, drag, and experts. The goal was to initiate a viral "stitch and react" movement for the Scandal-Lashes mascara.
Using social-listening techniques, they identified a genuine TikTok video where a user expressed positive impressions about the relatively unknown product. The selected influencers then stitched their videos to this authentic post, sparking a wave of trustworthy content reviewing and reacting to the mascara, effectively generating buzz and trust among users. The outcome was remarkable, with the mascara selling out nationwide, driven by the organic creation and posting of over 3,000 TikTok videos and 2,000 Instagram reels by excited users who considered it their latest discovery.
Canada – 
Brazil