Action is signed by WMcCann agency
A Sanofi brand, Enterogermina presented the ‘Scamfluencers’ campaign to tell consumers that, in a market with a lot of competition, knowing the difference between each one is essential.
With the motto “No one does it the same, probiotic is Enterogermina”, the campaign explores the dynamic by using celebrity look-alikes to create a parallel between other competitive products and those from Enterogermina.
The brand chose a squad of influencers for this action, as they needed to reflect Enterogermina’s main differentiator: being experts in what they do. Therefore, Enterogermina brought Cláudia Leitte, chef Erik Jacquin, and gymnast Flavia Saraiva.
In the action, lookalikes of athlete Flavinha Saraiva, chef Jacquin and singer Cláudia Leitte invade social media profiles and are seen performing everyday tasks in strange and unusual ways.
The stance causes strangeness and then the influencers reinforce that, just as in their fields, no one does anything like themselves, in the case of probiotics, no one does the same as Enterogermina.
In addition to activations on social media, the campaign signed in Brazil by WMcCann will also feature an amplification strategy on digital media such as Instagram and TikTok, the action marks the debut of Enterogermina on Spotify.
