Leo Burnet/ One Touch signs the campaign
Famous on social media, the meme ‘React, woman. Bota um cropped’ was chosen by Nivea for an action that aims to encourage the discussion about sorority. The action was created by Leo Burnet / One Touch for the moisturizing body cream line.
Influencers Bertha Salles, Naetê Andreo, Robertita, Lela Brandão, Ana Dizoi, Julia Forti, Dani Lima and Maria Gabriela chose comments from female followers. Afterwards, both the influencer and the followers received a kit with the cropped and a Nivea Q10.
The action took place in the stories and feed of the influencers, and also featured posters that brought a representative illustration and empowerment phrases.
“Our idea is to show that Nivea is concerned not only with bringing more firmness and care to the skin, but also with bringing strength to women. It is the first ‘receidinho’ sent by influencers to followers, inverting the logic of social networks”, explains Ligia Mendes, creative director of Leo Burnett / One Touch.
Datasheet:
Qualification: React, Get a Cropped
Product: Level Q10
Advertiser: BDF Nivea Brazil
CCO: Marcelo Reis
VP of Creation: Pedro Utzeri and Vinicius Stanzione
Editor: Janaina Ajala and Victor Sotero
content director: Andréza Aguiar
Contents: Beatriz Santini, Matheus Monteiro
Graphic production: Ricardo Sotelo
Attendance: Fábio Brito, Tania Muller, Plinio Campos, Isadora Spinardi, Pietra Raya
Planning: Tiago Lara, Marie Alonso, Gabriela Castanho
Press office: Jef Martins, Nathalie Ursini, Leandro Bernardino and Mar Facciolla
Customer approval: Rachid Antun, Bruno Narchi, Luana Magalhães, Paloma Magalhães
