Cannes Lions

NATURA EKOS

TATERKA COMUNICAҪÕES, Sao Paulo / NATURA COSMETICOS / 2012

Film
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Overview

Entries

Credits

Overview

Execution

We consolidated the brand’s values into a SINGLE MEDIA PLATFORM; National Geographic. This is the best channel related to the project, lending more credibility to the concept of the Natura Ekos brand. Our role consisted in being interlocutors for the whole project. This integration has created an EXPERIENCE for our customers and qualitative content for the brand.

The prize received by 2 winners of the Contest (photo and article) was an expedition to Iratapuru River Reserve, in the Amazon, to observe the community’s work of collecting nuts.

This experience was narrated and photographed by the winners and published across the whole National Geographic Brazil platform. We had a 4-page feature in the magazine, and also shared the winners’ experience in 3 different 90’’ shows on the Nat Geo channel; Internet users were able to watch the expedition in a 5' video posted on the portal.

Outcome

The goal was to reach 1 million visitors up to the end of 2010. We exceeded the number of new visitors to the Portal by more than 88% The Contest generated more than 1,800 registrations, 6,000 photos posted, and 250 articles written in the portal. The average time spent on the website exceeded 52'.Media integration, the choice of communication platform and the affinity with the target proved the utter adequacy and adherence of the media strategy. Instead of a passive audience, we created a COLLABORATIVE ATMOSPHERE, thus surprising the audience and enabling their engagement in the CONTENT GENERATION

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