Most Brazilian women want to be blondes. Surprising all expectations, we have broken this paradigm.

Our Challenge: Turning Koleston, in a short period, into the favorite brand of Brazilian women.

How: Transforming Brazil´s most famous and beloved blonde TV presenter into the most famous brunette of the country: Xuxa.

She had never had a hair color change and to convince her to change her trademark we establish a relationship of trust and proximity with her. We found out that her mother always dreamed about having a brunette daughter like herself. Fulfill this dream became the theme of our campaign. The campaign impacted and moved the whole country. We deeply connected the brand to the consumers through TV commercials, magazine ads, digital media, videos on YouTube, branded content in several TV programs and also with an intense PR effort.

The campaign generated content to all medias: before the transfical event in the country, with repercussion arouormation we took Xuxa to know Wella professional in NY. The trip was shown on her TV show later on. On a teaser TV commercial Xuxa announced a surprise. On internet we did complementary messages on both sites: hers and Wella’s. Videos showed Xuxa making a dream come true every day until the transformation day. With an intense PR network, the news spread quickly and Brunette Xuxa became a histornd the world. On YouTube, a documentary showed her mother’s reaction when she saw Xuxa as a brunette for the first time. We took XUXA to walk the runway on the biggest hair trends event in the country. We created a product placement activity in which XUXA appeared in a soap opera. At the same time, TV commercials showed Brunette XUXA, more beautiful than ever.

The results could only be amazing: The news of her transformation spread like wildfire in the national and international media. On Twitter, the subject was a Trending Topic for 12 hours. Wella’s fanpage on Facebook grew 126%. The campaign generated more than 8,5 million dollars in earned media: 800 articles were published and we had more than 30 minutes in TV coverage.

It was the 5th most watched video on YouTube in 2012. Brunette Xuxa was chosen the best marketing action in 2012. In just one week of the campaign, Xuxa´s new hair color became the most desired one in the point of sale, running out of stock in some vendors. After 2 months, the brand recovered its market leadership, reaching 14.5% in value share and 9.3% in volume share. Koleston became a synonym of transformation and inspired thousands of women to transform themselves. We proved that a real and powerful story can deeply connects the brand to its consumers.