Strategy developed in partnership with the agency VOE, Prosa Branding and Pros included three days of offers on the brand’s platform and app
Beleza na Web celebrated its 17th anniversary in September with a series of online and offline actions, including three days of offers: Purple Day. With a multichannel strategy, the brand invested in an immersive experience, strengthening its relationship with experts, affiliates, influencers, consumers and partner brands. The anniversary campaign strategy was developed and collaborated with the agencies VOE, Prosa Branding and Pros.
“The campaign culminated in an in-person activation that exceeded our expectations, with great public participation, in addition to good repercussion in conversations on social media and in the specialized press. This strategy proved to be efficient, not only by maintaining the positive results of the previous year in the digital environment, but also significantly boosting the flow in our physical stores, with an average increase of 19%, when compared to the conventional flow of consumers”, says Maria Isabel Miranda, executive director of Beleza na Web.
Between September 11 and 13, the brand’s consumers were able to enjoy discounts of up to 70% on the platform and app, on 113,000 products from over a thousand partner brands during Purple Day. The campaign lasted 52 hours and, during the three days, the official landing page had a timer that marked a new promotion every two hours. “Widely recognized influencers in the beauty industry, such as Rob Freitas, Angélica Silva, Savana Sá, in addition to the 11 influencers affiliated with the ‘Minha BLZ Program’, took part in the activation. We even had guests who traveled to São Paulo just to see the activation up close! We also had the presence of professionals who are experts in the beauty market, such as experts Chloé Gaya, Renata Ashcar and makeup artist Wildson Lopes”, celebrates the director.
Another highlight of this year’s anniversary campaign was the unprecedented “Mysterious Elevator” action at the RochaVerá shopping complex in São Paulo. The activation, developed by the VOE agency, transported the public to the world of beauty and interactivity. “In addition to generating a 49% increase in lead capture compared to our last action during Carnival, we distributed more than two thousand gifts that included mini products, samples, personalized toiletry bags and full-size products. We also expanded the synergy with the online platform through the Purple Day mechanics, with discounts of up to 70% on September 11, 12 and 13, and also featured exclusive offers on the Beleza na Web app”, highlights Maria Isabel.
In addition, the brand also developed a birthday quiz directing consumers to curated exclusive content on the blog “Loucas por Beleza”. “With it, we exceeded respondents’ expectations by 42%”, says the executive. The interactive totem in the central square of Rochaverá, which directed traffic to the physical stores and distributed a lip gloss from the Nah Cardoso by BLZ line, also caught the attention of passers-by due to the experience and testing of the line’s products.
