PR > Practices & Specialisms
VALENTINE'S GAY
ALMAPBBDO, Sao Paulo / BOTICARIO / 2016
Awards:
Overview
Credits
OVERVIEW
CampaignDescription
The creative idea was very simple: to be the first brand in Brazil to support the LGBT cause on prime time TV.
Execution
They started out with a 30-second prime-time spot on basic cable in Brazil. The first reaction from the audience was what we expected: massive rejection from conservatives. The film received a barrage of “dislikes” on YouTube, as well as thousands of critiques on social networks. Moreover, became the focus of a boycott promoted by religious leaders. But O Boticário was prepared to withstand the attack, and maintained a posture of trying to dialogue with all the negative comments left on the company’s social media profiles. Two weeks after the campaign went live, we created the hashtag #vaiterboticariosim (#SayYesToBoticario), which started to be used by people defending the brand and the cause of tolerance.
Outcome
O Boticário was the most remembered brand after the Valentine’s Day period, for the first time in its history.
US$ 30 million in “earned media.”
13% increase in sales.
The hashtag #vaiterboticariosim was trending topics in Brazil.
The campaign was turned into an internet meme (to check this out, just google “Raio Boticarizador”
Relevancy
This idea is about dialoguing.
“Valentine’s Gay” made the whole Brazilian society talk about tolerance. And O Boticário was always in the center of any conversation, since the brand put its reputation at the service of the LGBT cause.
Strategy
The campaign started about 2 weeks before Brazilian Valentine’s Day. It ended about 4 weeks later.
They were targeting a huge range of people in Brazil. All women and men over 20 years old were considered target to that campaign.
After impacting the target with the TV spot, they used O Boticário’s social platforms to dialogue with the audience and revert a scenario that was very negative for the brand at the beginning of the campaign.
Synopsis
O Boticário is the largest beauty-product brand in Brazil. Though it also has products for men, O Boticário traditionally advertises more heavily towards women. But on Valentine’s Day this year, the brand decided to do something different. They created a campaign for everyone, men and women, of all sexual orientations. This attitude from the brand might have gone unnoticed, if it hadn’t been the first time in Brazilian history that an advertiser put out a commercial featuring gay couples on prime-time basic cable. Yes, the brand’s objective was indeed to stake out a stance and ruffle feathers, even knowing the risks inherent in such a move.
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