Signed by Ogilvy Brasil, the brand will feature four episodes that portray the couples’ “D.Rs”
Magalu launched a campaign created for Valentine’s Day, entitled “Gift Without Drama”, which aims to show that the company no longer makes mistakes when choosing a gift for their partner.
The play, created by Ogilvy Brasil, is inspired by traditional Mexican soap operas and has a script based on the “D.Rs” (relationship discussions) that happen to all couples.
In total, the communication has four episodes starring influencers Reeh Augusto, Yasmin Castilho, Leonardo Bagarolo and Rafa Cesar.
“In summary, we will dramatize the moment of giving in the style of a soap opera, with voiceovers, DRs and show how everything is resolved with the right gift from Magalu. This is a campaign that brings the brand’s voice prioritizing entertainment content, a efficient strategy in building Magalu’s consideration as a shopping destination for the date”, said Cristian Santoro, executive creative director at Ogilvy Brasil.
The web soap opera format was chosen precisely because of its popularity among different audiences, especially on TikTok, and the proposal was born from an insight collected by Magalu’s social media team, based on research and social listening carried out from partner platforms such as Sprinklr and Winnin Insights.
“We are committed to building a campaign fully designed for social media, using the language of the internet and aligned with TikTok and reel trends, with strong potential for engagement”, stated Silvia Machado, CMO of Magalu.
The action will also feature a challenge launched for content creators through the TTCC (TikTok Creative Challenge) format, which will allow even creators who were not directly hired for the original recordings of the web soap opera to create their own soap operas in an organic and be paid for the content.
