L’Occitane au Brésil, the Group’s French-Brazilian brand L’Occitane, has just launched a special Valentine’s Day communication. To get closer to the young audience and reinforce the brand on the gifting platform, the campaign brings the youngest couple Shippado yes internet Diogo Defante and Valentina Bandeira.
With the concept ‘French Love’, communication unites Brazilian and French cultures with lots of humor and relaxation. The film shows the couple in common situations, with unexpected outcomes of a romantic encounter.
The brand’s strategy follows the recent launch of the Nosso Abraço line, composed of cologne, body deodorant lotion and liquid soap, which arrived with a genderless fragrance proposal and, proven by neuroscience, capable of providing a feeling of comfort. The campaign for the new line also starred Valentina Bandeira, who, in addition to talking to the brand’s audience, is French-Brazilian, just like L’Occitane au Brésil.
“The campaign was strategically developed to engage a new consumer profile, younger and more connected, which is currently growing prominently in our base. We chose influencers Diogo Defante and Valentina Bandeira based on active listening on social media, where the chemistry between them was already a subject of great engagement. This choice allows us to explore the narrative of our Franco-Brazilian brand, where we celebrate romance in its unique forms, combining French charm with authentic Brazilian borogodó. The campaign aims to expand our reach in the digital universe, with a focus on generating conversations and connections through the comical language that the duo already uses, to talk about this retail date in a more unexpected way”, explains André Abramo, head of Communications at the brand. .
Signed by Outpromo, the campaign continues until June 12th and, in addition to films, includes communication and online media strategy. To reach a young audience, the communication was designed to be TikTok firstcontaining ten pills of short content with quick jokes.
“Our insight was centered on TikTok, which allows us to innovate in formats, presenting content pills with agile humor and direct messages, facilitating the absorption of content by the target audience”, adds Beatriz Zioli, Business Account Manager at the agency.
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