followers in under two hours
Almost all Natura’s portfolio is sold by their Beauty Consultants; around 98% of sales pass through their hands. But in 2016, after a survey with its consultants, Natura realized that their consultant’s relationship with the brand was shaken.
They felt abandoned. They did not realise the benefits Natura gave them, saw Natura’s investment focusing only on the public, did not understand their role within Natura and, mainly, did not feel a part of the business.
Natura wanted to emotionally reconnect their beauty consultants, making them fall in love again with the brand and reinforce the power of their relationship network.
mcgarrybowen's strategy was to generate identification, rescue the pride of the consultant’s role and, above all, show that Natura allows them to be protagonists of their own history.
mcgarrybowen developed an innovative partnership with Globo, the largest media channel in Brazil, where a character, Abigail, was licensed in their main soap opera, "A Força do Querer". For the first time in the country, a character overcame the limits of TV and had a life out of it.
Abigail became a Natura Beauty Consultant, and throughout 5 months and 9 product placement inserts, fans were able to follow her evolution step by step. To support this main touchpoint, mcgarrybowen created a structure where all the campaign channels were connected.
TV: Over 107 million impressions.
Online: Over 7.6 million impressions on Facebook, Globo website and Instagram.
Instagram: Abigail's Instagram has over 156,000 followers, with more than 5,000 followers in under two hours.
Radio: The campaign reached 34 million people.
The character Abigail had a 98% approval rating from the actual consultants.
The loyalty level of consultants increased 5 points versus previous year, reaching the highest level.
Natura received over 23,000 new applications to become a Natura Beauty Consultant.
Carat: Vodafone X
How Vodafone capitalised on TikTok's exploding growth for their Youth product, Vodafone X.
dentsu X: Energia
dentsu X: IKEA
How we stopped interrupting what people were interested in and became what they were interested in
Carat: Bank of Ireland
How Bank of Ireland Became Pathfinders: Leveraging data for Customer Centric Marketing in Finance
Tuesday 18 June:
Data & creativity
Data & creativity: Data and analytics driving personalisation. Creating consumer experiences & meaningful connections.
Thursday 20 June:
Winning in the digital economy
Winning in the digital economy: Trust, ethics & transparency.
Wednesday 19 June:
Japan day: Innovation & technology. Driving greater client-centricity.
Friday 21 June:
It's a wrap
It's a wrap: Highlights from the week in Cannes.
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BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.