We wanted to end Danette thefts by turning its pack into something invisible for everybody, but the owners themselves. So, we developed a plastic part resembling the material of the back wall of the refrigerator with small shelves to store the Danettes. This part has stickers that simulate the classic symbols of humidity and temperature. Its design is inspired by actual refrigerators, even including their grooves. You just need to place it at the back of the refrigerator and you’re set. The Danettes are hidden.

After identifying the influencers who had had their Danettes stolen on Twitter and Instagram and getting in touch with them, we sent 50 Invisible Pack kits in the second week of April 2017. This kit told the influencers to inform anyone who wanted the product that they could order an Invisible Package on the campaign hotsite. Less than 3 days later, we mapped out several spontaneous reactions from about the product the influencers on the same social networks.

Based on the items sent to the influencers, we could start a big conversation about the product on the social networks. We got closer to the brand’s fans who accessed the website and ordered their Invisible Packs. They, in turn, shared excited testimonials about the fact that now their Danettes are protected from threats on social media. In total, 200 Invisible packs were distributed through the website in under 3 days, besides the 50 units sent to the influencers.

With very little resource, we made our biggest, most efficient, best media speak about Danette to everybody: our own fans.

The result was a 40% increase in brand mentions on Twitter and Instagram, and a 350% increment in the search for terms related to the brand or the initiative on Google, in addition to the approximately 500 requests for the Invisible Pack on the brand’s client service center.