BRAZILIAN TWITTERATURE CLASSICS by Santa Clara for Suzano Papel E Celulose

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BRAZILIAN TWITTERATURE CLASSICS

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Industry Stationery
Media Promo & PR, Case study
Market Brazil
Agency Santa Clara
Creative Director Fernando Campos, Carlos Andre Eyer, Murilo Lico, Valdir Bianchi
Art Director Paulo Lemos
Copywriter Daniela Ribeiro
Released September 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: SUZANO PAPEL E CELULOSE
Product/Service: POLLEN PAPER
Creative Director: Carlos André Eyer (SANTA CLARA)
Creative Director: Fernando Campos (SANTA CLARA)
Creative Director: Murilo Lico (SANTA CLATA)
Copywriter: Daniela Ribeiro (SANTA CLARA)
Art Director: Paulo Lemos (SANTA CLARA)
Interactivity: Rodrigo Zannin (SANTA CLARA)
on line manager: Vinicius Melo (SANTA CLARA)
web production company: UMstudio (UMstudio)
Planner: Goncilio Correa (SANTA CLARA)
account: Jainaina Luna/Fernanda Costa/Thibis Renellato (SANTA CLARA)
media: Remix Social Ideas (SANTA CLARA)
Client / Marketing Director: Adriano Canela (Suzano Papel e Celulose)
Media placement: IN-STORE DISPLAY - LIVRARIA DA VILA BOOKSTORE - 15/12/2010

Summary of the Campaign
To promote Suzano’s Pollen Paper, an off-white paper, easy on the eyes, and perfect for reading, we made a limited collection of little retro books with Twitter phrases. A modern subject for a 500 years-old media. Bringing the best of the most famous Brazilian Twitter authors, they were printed in Suzano’s Pollen Paper – the best one for reading.

The content was carefully selected over a month of curatorship. We looked for very clever and witty people on Twitter and tried to blend characters, famous authors, engaging users, celebrities and web celebrities to gather a mix of point of views and opinions that would be atractive to all audiences.

Then, we managed to do lots of little activations to bring up the subject and make news around it. A launching event with social media coverage, quick book giveaways on Twiiter, conversation with the authors and people, digital PR, traditional PR, online media, and press.

A point of purchase material became a desired product and was news in magazines, TV channels and internet portals throughout the country. More than that, the Brazilian Twitterature Classics collection stimulated noticing a feature normally ignored by the general audience, even inside bookstores: the paper.

The Situation
Pollen paper is basically a B2B paper. People buy books printed on this paper, but they can't really buy the paper. Our goal was to make people know that the paper is good and then value the books that use it. The client wanted something that could generate buzz, but still created some awaraness on bookstores. We ended up doing a cute retro Twitter fed book collection that would have its own life in any media we need.

The Goal
How do you prove that, when it comes to reading, paper matters?
We needed to do that to increase recognition and to encourage choosing books published in Pollen Paper.

The Strategy
The Pollen Paper is under a 3-year positioning plan that focused all brand efforts into making people read more. The Brazilian Twitterature Classics was a natural move for the brand. We needed to create something that could bring people closer to the paper, and had enough punch for the media to talk about it.

The strategy was quite simple. We use social media content and their authors's reputation to create a book and some other new contents. Then we spread them through the web, via Twitter, Facebook, authors, online media, press, e-commerce and bookstores.

Execution

The books were available online for everybody and in chain bookstores in São Paulo and Rio de Janeiro. Some still are. Our communication efforts were very strong at the launching phase in December 2010, and kept for a couple of months after, using press and social relationships.

Documented Results
With the Brazilian Twitterature Classics, a point of purchase material became a desired product and was news in magazines, TV channels and internet portals throughout the country. More than that, the collection stimulated noticing an element normally ignored by the general audience, even inside bookstores: the paper. The first edition was sold out almost instantly. Testing and paying attention to the paper increased sales for all editors that published books in Suzano's Pollen Paper. And all the profits the collection's sales made were donated to a NGO that encourages reading.