Action developed by Dark Kitchen Creatives seeks to explore conversations and themes inspired by the soap opera for actions in the plot, on TV and on the networks
Inspired by one of the main soap operas of recent years, Comfort took its ‘perfume’ to the universe of ‘Pantanal’, by Globo. Connected with the main conversations generated by the plot inside and outside the networks, the brand will present, over the next few weeks, a series of contents and formats that play with the language, plot and social media conversations.
Developed by Dark Kitchen Creatives, the strategy begins with the special four-episode series entitled Perfumência das rpa de Pantanal, co-created with influencer Vitor diCastro, in which curious facts about the costumes and behavior of the characters are analyzed.
Communication is reinforced by a series of contents inspired by conversations on social networks and by the organic arguments generated by the fans. A team of 16 influencers apply their creativity and their own language to make their versions of popular posts, adding more than 150 content during a month of action.
The brand had its product shown on the soap last week, with the character Fil teaching Zefa how to take care of the farm’s clothes.
Our biggest challenge was to integrate, with creativity and message intelligence, a series of brand assets with different channels and influencer profiles. With that, we generate even more conversations about Comfort, inserting the brand in a natural and unexpected way in all of them, in addition to taking the attribute of 10x more perfume to the audience without that boring and interruptive approach, complements Carlo Fonseca, partner and coCCO of Dark Kitchen Creatives .
