Social and Influencer > Social Content Marketing

THE FOAMY HAIRCUT

AFRICA DDB, Sao Paulo / BRAHMA BEER / 2022

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Social & Influencer?

The Foamy Haircut broke social media mentions records, was the headline-grabber for three days in a row, with more than 415 million impacts, and even got more than 37.6 million in spontaneous media.

Background

It is now forbidden by law for beer brands to sponsor the teams' jerseys. We went where the players love to show off: in their hair. Showing Brahma’s main attribute in communication: the creaminess, the foam and its iconic golden color.

Describe the creative idea

We have found a gap in soccer culture: the haircut players change every day. It is a worldwide behavior that fans just love. So, we created the Foamy Haircut and people get into it. The idea has always been to make Foamy Haircut a popular campaign.

Describe the strategy

We invited one of the biggest influencers, the barber Ariel, to create a cut that would refer to the creaminess of Brahma. We launched this tutorial on social media for anyone to do and activated players, influencers to participate in this movement.

Describe the execution

Players entered the pitch with Foamy Haircut, unbranded, and soon became trending topics. The next day, we activated influencers to invite people to participate in this movement.

List the results

The Foamy Haircut was the highest rated campaign in the Brahma beer history. It broke social media mentions records, was the headline-grabber for three days in a row, with more than 415 million impacts, and even got more than 37.6 million in spontaneous media.

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