66% of people who use TikTok in Brazil use the app as a fun distraction. And as a result, TikTok dances are the hottest thing on the internet. Everyone loves to watch them. And everyone does them – from ordinary people to celebrities to brands.

In Brazil, 5% of people have some sort of hearing deficiency. And since we knew that the other 95% aren’t interested in learning sign language to help integrate people with hearing deficiencies, this promotion was able to turn the tables and invert the advantage that hearing people tend to enjoy.

People who understood the message sent us a DM and got Havaianas products. And what might have seemed like an unsuccessful promotion, with rock-bottom turnover, was actually a campaign with a higher purpose – to encourage respect for people with hearing deficiencies and promote their integration in society.

TikTok dances are the hottest thing on the internet.

Havaianas, the coolest, most famous Brazilian brand, caught the wave of the trend, came up with a dance and posted it on TikTok. Havaianas’ followers reacted like they normally do, having fun with the dance and engaging with the brand.

But what the vast majority of them didn’t know is that the dance wasn’t just a dance. People who speak Libras, Brazilian sign language, saw the dance differently – and noticed that it was a message about an exclusive Havaianas promotion.

People who understood the message sent us a DM and got Havaianas products. And what might have seemed like an unsuccessful promotion, with rock-bottom turnover, was actually a campaign with a higher purpose – to encourage respect for people with hearing deficiencies and promote their integration in society.

66% of people who use TikTok in Brazil use the app as a fun distraction. And as a result, TikTok dances are the hottest thing on the internet. Everyone loves to watch them. And everyone does them – from ordinary people to celebrities to brands.

In Brazil, 5% of people have some sort of hearing deficiency. And since we knew that the other 95% aren’t interested in learning sign language to help integrate people with hearing deficiencies, this promotion was able to turn the tables and invert the advantage that hearing people tend to enjoy.

People who understood the message sent us a DM and got Havaianas products. And what might have seemed like an unsuccessful promotion, with rock-bottom turnover, was actually a campaign with a higher purpose – to encourage respect for people with hearing deficiencies and promote their integration in society.

Havaianas, the coolest, most famous Brazilian brand, came up with a dance and posted it on TikTok. Havaianas’ followers reacted like they normally do, having fun with the dance and engaging with the brand.

But what the vast majority of them didn’t know is that the dance wasn’t just a dance. People who speak Libras, Brazilian sign language, saw the dance differently – and noticed that it was a message about an exclusive Havaianas promotion.

People who understood the message sent us a DM and got Havaianas products. And what might have seemed like an unsuccessful promotion, with rock-bottom turnover, was actually a campaign with a higher purpose – to encourage respect for people with hearing deficiencies and promote their integration in society.

1.5 M impressions

Only 0.2% found out about the promo (but believe me, it was for a good cause)

People who understood the message sent us a DM and got Havaianas products. And what might have seemed like an unsuccessful promotion, with rock-bottom turnover, was actually a campaign with a higher purpose – to encourage respect for people with hearing deficiencies and promote their integration in society.

1.5 M impressions

Only 0.2% found out about the promo (but believe me, it was for a good cause)