Strategy uses social media to reach Generation Z audiences
Dove launched the first cream serum deodorant with a campaign starring Manu Gavassi, Blogueirinha and other influencers, seeking to reach the Generation Z audience and show the best of Brazil with the advertisement for the deodorant that “is only available in Brazil”.
The launch was announced in an episode sponsored by the brand on the De Frente com Blogueirinha program, which has an average audience of 70,000 viewers. The influencer was chosen because of her famous catchphrase “Não tem no Brasil”, bringing spontaneity and humor to the product’s communication. In a relaxed interview with singer and actress Manu Gavassi, they talked about their careers outside Brazil, music, and other topics.
The campaign emerged as a response to the feeling that many beauty launches arrive late or never even reach the national market. “The Blogueirinha’s slogan mocks the habits and behaviors of influencers in the beauty and skincare universe, regarding products that are not available in Brazil; it is the perfect opportunity to change the conversation”, explains Viviane Ramos, Dove’s director in the deodorant category.
The campaign strategy focuses on TikTok, with celebrities such as Larissa Manoela and Robertita joining the team. In addition, the brand will also activate a repercussion plan with profiles such as Melted Videos, Gringo Dictionary and other profiles of the same genre. “We understand that, to reach Generation Z, we have to be bold with our formats and channels, focusing even more on creativity. This is a variable that we took into consideration when choosing partners for this campaign,” concludes Viviane.
