CLOSE TO YOU for Sempre Livre

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CLOSE TO YOU

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Industry Tissues & Towels, Feminine Hygiene
Media Promo & PR
Market Brazil
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: JOHNSON & JOHNSON
Product/Service: SANITARY TOWELS
Agency: Samurai
Date of First Appearance: Jun 20 2009 12:00AM
Entrant Company: Samurai, BRAZIL
Account Management: Camila Alvarenga (Samurai)
Account Management: Tatiana Brochado (Samurai)
Planner: Rodrigo Helcer (Samurai)
Planner: Fábio Acayaba (Samurai)
Creative: Conrado Koga Sertorio (Samurai)
Creative: Guilherme Marques (Samurai)
Creative: Kim Wang George (Samurai)
Creative: Tammy Kurosu (Samurai)
Creative: Waldemar Bauer (Samurai)
Producer: Daniela Del Nero (Samurai)
Producer: Paula Geroldi (Samurai)
Marketing: Javier Caputo (Johnson & Johnson)
Marketing: Leonardo Vellosa (Johnson & Johnson)
Marketing: Marília Reis (Johnson & Johnson)
Marketing: Michelle Machado (Johnson & Johnson)
Trade: Fábio Marconi (Johnson & Johnson)
Media placement: Brand Experience - Sempre Livre Caravan - 20 june 2009

Describe the objective of the promotion.
Johnson & Johnson came to us with the challenge: “Increase Sempre Livre® Especial sales, a feminine protection brand, in the northeastern region of Brazil.” There were especially two facts that had to be inside our minds before we hit the start button: Not only conventional media proved to be ineffective with the target, they considered the brand to be cold and distant. We are dealing with a US$ 300million market that is propelling Brazil´s economic growth, due to the increase of purchase power of Low Income Consumers. The budget to work on was US$ 600.000.

Describe how the promotion developed from concept to implementation
We had to really be close, love-brand-close, building a true relationship bond. With a 1.5 million km2 map to cover, we needed something itinerant. The answer was to implement the Close To You caravan: The real brand experience on wheels. Through research, we found that trust was essential. In order to succeed we needed someone who they trust to be our ambassador, their hair stylists. The brand exchange resistance was easily handled with samplings. Finally, a Buy-and-Win Promotion was essential to make them customers. To ensure proximity we hired local promoters in every city, obviously familiar with their own reality.

Describe the success of the promotion with both client and consumer including some quantifiable results
We have taken the brand for a tour around Brazil’s northeast, an area twice the size of France and with a population bigger than England. Wasn’t that big enough, we also increased 3 percentage points of volume share on a market that had proved to be indifferent by previous market efforts. And more: 8% of sales increase. 700.000 samples distributed. 500 Points-of-Sales activated. 280 hairdressers as Brand Ambassadors. Over 10 cities in 8 different states were visited Overall, it was definitely a true experience that has increased sales, changed the brand perception and the lives of thousands of women.

Explain why the method of promotion was most relevant to the product or service
These women wouldn’t give their trust so easy. They had gone through bad experiences with low quality products before and their limited budget made it too risky to change to a more expensive brand. Johnson & Johnson had tried huge investments on traditional media and it didn´t work. To succeed, we needed to gain their trust. We went to their community, talked about the menstrual cycle, showed how we understood her as a woman and gave her our product so she could try it for herself. It was all about truth. And with real, understanding truth, trust shines.