Cannes Lions

#2old4this

NATURA COSMÉTICOS, Cajamar / NATURA / 2017

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Case Film
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Overview

Entries

Credits

Overview

Description

Real women and real stories, of course. Stories that show that you are never too old to do what makes you happy. The hashtag #2Old4 is all about courage. Courage to change. In a chronological order - down form a 70 year old woman to a 12 year old girl - we get to know about the moment when the words #2Old4this were thrown onto their faces. And they didn't offer the other cheek. They offered their tattooed skin, their guts, their attitude. Too old for this? Says who?

Execution

We started our call to arms to women with a 1 minute spot, where 6 real women spoke about the moment when they did something that . Following that video, we created a strong content strategy that gave every chance women needed to get in touch with our message, reaching people on our website – with desktop and mobile versions, social media (facebook, twitter, instagram, youtube, pinterest), media display pieces, mobile ads, subway’s elemídia and even on pay TV. Not to mention a lot - i mean, a lot - of spontaneous PR and media buzz.

Outcome

A few numbers that express our success: 12 million women reached in the first week alone, more than 10% of Brazilian women; 200,000

Interactions; over 4 tweets/ minute using #velhapraisso / #2old4this on day one, an instant Twitter case; Spontaneous media buzz: HUNDREDS OF OLD (AND NEW) MEDIA CHANNELS, in Brazil and abroad; Nearly 30% of the target reached organically, generating a $ 0.01 CPV. Among other great results.

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