The #LimpaEDesinfeta campaign was designed for the platform and had 18 creators
Veja made its debut on TikTok with a campaign produced exclusively for the platform that reached 120 million views, 36% more than the target set by the brand.
The #LimpaEDesinfeta campaign, which featured a strategy created by Veja and executed by Squid, invited 18 content creators from the platform, 6 of them mega influencers and 12 macro influencers, who brought Veja Power Action into their daily lives.
@barbaracoura who has never been friends with the cleaning aunt during class breaks? ??? #LimpaeDesinfeta *publi
“This was the first time we bet on TikTok and we are very happy with the result. We want to be where our consumers are and the young audience is also part of our history and what we are building. The campaign is very much in line with our communication strategy, and it will certainly not be the only one”, said João Villa Savatin, media and content manager at Reckitt Comercial Hygiene.
The brand’s strategy was to do the opposite in the creation of content and leave it to the influencers themselves to insert the brand into their daily videos.
@thallyssonsb I’m almost in trouble! ? Who else has been through this situation? See Power Action will help you at all times. #publi #LimpaeDesinfeta ♬ som original – Thallysson Borges
“We didn’t want the product to be limiting. The coolest thing was seeing people’s response in the comments. Many of them mentioning that it took them a while to realize that it was advertising content, this only reinforces how assertive we were in choosing the names”, concluded Savatin.
