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.
We developed an innovative partnership with Globo, the largest media channel in Brazil, where we licensed a character, Abigail, in their main soap opera, "A Força do Querer". For the first time in the country, a character has overcome 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, we were able to follow her evolution step by step. To support this main touchpoint, we 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.
Taproot dentsu: Facebook
This video is a manifestation of the Facebook More Together campaign for the India’s biggest festival of prosperity – Diwali.
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
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.
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dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
360i: Change the Picture
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Carat: Dis-Moi Elliot
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Grip: It Takes Balls
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Malaria No More: A movement to end malaria
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Dentsu Aegis Network: Coca-Cola
Leveraging augmented reality, data, rewards and media traffic with Alipay to create Chinese New Year magic for families in China.
Taproot Dentsu: adidas
An ode to all the para-athletes across the world.
An in-store activation using neuroscience technology, helping shoppers decide what to buy.
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Dentsu Aegis Network: KFC
KFC has been in China for decades and needed to re-invent itself to win young consumers back and grow the business.
John Brown Novus: Starwood
A data-driven, mobile-first, travel and lifestyle content hub that puts our Intelligent Content model into action.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.