#EudoraSiageRepara campaign launches on TV with film and virtual merchandising in soap operas
Eudora Sige, the hair line of the Grupo Boticrio brand, brings back Jade Picon in a new TV campaign. With the concept When Eudora Sige notices, everyone notices, the film rescues the partnership between Eudora and Jade, who also starred in the previous year’s advertisement.
In the film, Jade appears with wet hair and, in the foreground, positive comments mapped across the brand’s website and networks. Then, the reason for such success among consumers is explained: the exclusive Affinit 4D biotechnology, which is capable of identifying and treating damage even in the deepest layers of the hair, even after rinsing. To close the video, Eudora invites viewers to post their reviews and comments with #EudoraSiageRepara and promises to notice the posts.
We loved having Jade back in Eudora Sige. She has been our partner for a while and there is a lot of truth in this relationship, because she really uses and likes the brand. Therefore, Jade not only assumes the role of sponsor, but she also personifies the army of people who use, love and talk about Eudora Sige, says Raquel Abdala, Eudora’s senior branding and communications manager.
This is the second phase of the #EudoraSiageRepara campaign, which began with an unprecedented format of virtual merchandising that placed content from the brand’s consumers within the soap operas Terra e Paixo and Fuzu. To reinforce its positioning as a lovebrand, Eudora noticed consumers who love and talk about the brand’s products on the networks and took its content to soap operas. With the start of the campaign, it invites consumers to post their content with #EudoraSiageRepara so that they can continue to notice consumers and bring them as part of the campaign.
On the 20th and 27th of September and at the beginning of October, the soap operas Terra e Paixo and Fuzu feature scenes in which their characters interact with cell phones that show videos of consumers using the lines Cica Therapy, Glow Expert, Cauterizao dos Lisos and Pro Chronology, all by Eudora Sige.
Eudora Sige is a love Brand: those who use it really love it, and the number of people who organically talk about the brand is impressive. Therefore, bringing this endorsement from consumers themselves to the center of our strategy and reciprocating this relationship by placing our consumers as protagonists of the campaign, seemed like an obvious path to take, comments Raquel Abdala, senior branding and communications manager at Eudora.
