Marisa Stores Promo, Case study FROM PRINCESS TO PRINCESS by Fischer America Sao Paulo

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Promo & PR, Case study
Market Brazil
Agency Fischer America Sao Paulo
Creative Director Daniela Ribeiro, Diogo Mello
Released April 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: MARISA
Product/Service: MARISA
Creative Director: Daniela Ribeiro (Fischer/Friends)
Creative Director: Diogo Mello (Fischer/Friends)
Convergence Director: Thais Fabris (Fischer/Friends)
Convergence: Renato Michalischen (Fischer/Friends)
Media placement: Digital PR - Exame Magazine Website - 28 April 2011

Summary of the Campaign
Generate buzz and visibility with the lowest investment possible.

The Situation
We were days away from the wedding of the century and millions of women in Brazil would love to have something in common with the princess’s life.

The Goal
Generate buzz and visibility with the lowest investment possible.

The Strategy
Send intimal clothes to the princess of England, taking advantage of the euphoria surrounding her marriage with Prince William

The action was capable of get a big attention in the national media, because of the audacious plan that included sending intimal clothes of the client store to the princess Kate, in UK.

Documented Results
The US$ 100 of investment generated 20 thousand clicks, 31 thousand accesses to the virtual store, an increase of 15%, sales that generated an income of US$ 30.000 and US$ 100.000 in spontaneous media in the main digital vehicles in Brazil.