Sedal Promo, Case study LOS FONTACHER by E-NOVVA

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Industry Hair Care
Media Promo & PR, Case study
Market Colombia
Agency E-NOVVA
Producer Daniel Garcia Yustos
Released September 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: UNILEVER
Agency: E-NOVVA
Date of First Appearance: Sep 11 2009 12:00AM
Entrant Company: INITIATIVE, Bogota, COLOMBIA
Digital Strategist: Diana Wiest (Initiative)
Digital and Content Director: Carolina Sandoval (Initiative)
Account Director: Nirza Cuesta (Initiative)
Media Manager One ANCAM: Christian Trujillo (Unilever)
Brand Manager: Carlos Casasfranco (Unilever)
Category Manager ANCAM: Cristina Montilla (Unilever)
Commercial Director: Julián Jaramillo (Ennovva)
Account Executive: Alvaro Bejarano (Ennovva)
Inhouse Director: Mauricio Mejía (Ennovva)
Producer: Daniel García (Ennovva)
Account Executive: Mariana Cárdenas (Ennovva)
Media placement: Online campaign: 20 pieces -;;; - 11/11/2009
Media placement: TV freepress: 14 mentions - Canal RCN, City TV, TV Latina - 19/11/2009
Media placement: Radio Freepress: 5 mentions - Caracol Radio, La Fm, La Mega, RCN Radio - 19/11/2009
Media placement: Magazine Freepress: 2 pieces - TV y Novelas, Jet Set - 24/11/2009

Results and Effectiveness
4 week results: • Sedal´s traffic increased 550% • Average time 5.30 minutes • 22% increase in new registers • 1,340 Facebook fans • Product Codes Sedal registered: 1,400 • More than US$75,000 in free press (web, print, radio and TV) • More than 3,000 comments posted in just 2 weeks! Definitely a romantic and happy ending to this story: Monica and Mark got married, one of the members of our community fulfilled her dream, we increased our traffic astronomically and Sedal users are more loyal than ever.

Creative Execution
We created our very own Colombian “Brangelina” couple; the wedding of Mónica Fonseca and Mark Tacher became “Los Fontacher”. People went to which directed them to our community, to watch the six 5-minute episodes in which Colombians became part of the wedding plans of the hottest couple in town. In every episode, people participated in key decisions of “Fontacher´s” wedding by voting among 3 choices; for example, the place of their honey moon. Sedal was present in a very natural and convincing way: Mónica applying the combing cream while choosing the perfect hair style for the wedding or Mark passing by a Sedal billboard while shopping for the rings. Sales increased with a contest in which participants answered questions about the series and buy products to become a VIP invitee to the wedding. We achieved great amounts of free press in TV, radio, on-line, newspapers, magazines.

Insights, Strategy & the Idea

Sedal is a pioneer in using the digital landscape to interact with their consumers and to build a solid community; a channel of communication which in a long term relationship is a way to increase sales. The quest is to keep the target interested in our site, generate powerful content to have them engaged, and attract new users. By building a strong community, our women can become advocates of Sedal, again resonating in more sales. Sedal’s audience are women 20-30 years-old and their digital activity increases greatly when they find entertaining content, particularly those related to gossip and the life of “the rich and famous”. The perfect opportunity presented when 2 Colombian TV stars announced their wedding. We decided to approach them and offer them the chance to work with Sedal in a tailor-made branded content strategy which became the first web reality in Latin America.