New edition of the project features influencers such as Thaynara OG
Continuing the So Joo das Minas campaign, which was carried out in 2022 to give birth and rescue the role of Northeastern women, Intimus now continues with new initiatives that celebrate Northeastern women, bringing inspiring stories from the region. The action is part of the communication to reinforce the night pad Intimus, a product that promotes comfort and protection during the cycle.
Featuring yet another important element of northeastern culture, cordel literature, Intimus invited Paola Trres – the first woman to hold the position of president of the Brazilian Academy of Cordel Literature – to transform five stories by northeastern women into this written and illustrated art. All stories were collected in partnership with the NGO Plan International Brasil – a humanitarian, non-governmental and non-profit organization that promotes children’s rights and equality for girls.
On the 16th of July, during the Vila Stio So Joo party, in Campina Grande, Intimus distributed free strings to the local public and the influencer from Maranhão, Thaynara OG, honored one of the five women who inspired the strings, telling her story in the main stage of the event through an animated video.
With this second edition of the campaign, we want to highlight even more the strength of Northeastern women, giving birth to the stories of thousands of inspiring women in the region. We also want to create a chain that extends throughout Brazil, celebrating Brazilian women and reinforcing the incentive for female progress, explains Marisa Cury Cazassa, executive marketing manager for Kimberly-Clark in Brazil.
To help tell this story, in addition to Thaynara OG (thaynaraog), Intimus also called upon a team of highly relevant Northeastern influencers, such as Lore Souza (@loresouza), Bruna Pinheiro (@ppinheirobruna), Paloma Barbiezinha (@palomabarbiezinha) and Hiane Luiza (@hianeluizaa) to amplify the activations on social networks.
The campaign was developed by the PROS agency, also responsible for influence marketing, with media from FCB and also features films that have stories of the cordis created throughout the campaign.
After last year’s success, in this edition, we decided to bring sisterhood among women who serve as inspiration to each other, also uniting cultural formats that are so important for the region, such as cordel. The brand’s role continues to be to encourage women’s progress and protagonism, both by seeking important and relevant names for the cordel, and by bringing stories of women who inspire girls who are part of the Leadership School for Girls project – from the NGO Plan International Brazil, explains Katia Santos, creative director at the PROS agency.
