In addition to being present in the soap opera, the Poder das Plantas line will also be activated on social networks
Dove will reinforce its content action in TV Globo’s soap opera Pantanal, with the return of one of the characters in the plot.
The brand will highlight the Poder das Plantas line as the protagonist in the trajectory of Nayara, an influencer who is played by Victoria Rossetti. In addition to the activation with the digital influencer in the soap opera, Dove will extend the conversation to social networks.
In past chapters, Nayara received a kit with the line’s products and was invited to participate in a fictional campaign and, in this Wednesday’s episode (29), the soap opera will show the character recording the campaign.
“The Dove brand has a very strong heritage when we talk about celebrating the real beauty of Brazilian women, so participating in Nayara’s growth is a way of reinforcing how much we believe in the power of the positive influence of social networks”, commented Vinícius Menezes, manager of Dove in Brazil.
In parallel with the action with the soap opera influencer, the brand will also carry out an action with real content creators. Dove recruited former reality show contestants who were labeled “plant” during the shows, with the aim of reframing the term.
With the motto ”Planta does this, yes”, the brand’s action on Twitter and Instagram will feature names such as Jessilane, Carla Diaz, Pocah and Camilla de Lucas.
”Most of the time, the label of “plant” is given to participants who are sometimes judged, underestimated and not recognized for their potential. Through the insertions in ‘Pantanal’ and the partnership with former participants of reality shows, we want to demystify this perception, bringing the public closer to our line and showing that ‘Planta does all that, yes”, said Paula Paiva , Brand Digital Manager.