Veet achieved a +14% sales increase, more than the 10% objective that was set; and post campaign maintained growth of +9%.

Growth of Facebook fans by an astonishing +175%

+53K unique visitors to the Locas Lindas Veet site

Over 1,400 stories were shared online

We reached 54% of our target by successfully integrating Facebook ads and E! Entertainment spots, earning 137 million social impressions

We developed “Locas Lindas Veet” with an illustration theme featuring women in humorous situations.

The project involved two phases:

1) Seeding Stage:

We created 10 funny e-cards showing women trying unorthodox beauty methods and then we implemented an engaging editorial strategy with a fun, humorous tone on Veet’s Facebook fanpage, inviting women to join the conversation about beauty.

2) Contest Stage:

Through Facebook, E! Entertainment, local radio, and booths at supermarkets, we launched our call to action, inviting consumers to share their crazy stories in order to look beautiful on a dedicated microsite (https://www.locaslindasveet.com/) to win a once-in-a-lifetime experience: to become the host of a branded segment on E! Latin News.

Weekly winners (those with the most votes) won Veet’s new product line and were entered into the final round competition. Finalists competed in a videoconference challenge that was judged by Veet and E! Entertainment executives.

Veet wanted to stand out in a market saturated with products claiming to do the same thing to introduce a new hair-removal product in four Latin American countries: Colombia, Ecuador, Peru and Venezuela

Our objectives were to increase sales by 10% vs. 2011, add 30K facebook fans across the four countries, and move from a communication strategy focused on the attributes of the product to create dialogue with its consumers.

Veet’s target audience are women that love sharing stories and intimate moments with their friends and, at the same time, feeling part of a community of women they can trust. Their life is more exciting and interesting if it is shared with their social community: experiences, feelings, best tips.

We decided to engage women by creating a very visual, pinboard-style digital platform for them to share their funniest and wildest experiences on their quest for beauty.