followers in under two hours
Almost all Natura’s portfolio is sold by their Beauty Consultants; around 98% of sales pass through their hands. But in 2016, after a survey with its consultants, Natura realized that their consultant’s relationship with the brand was shaken.
They felt abandoned. They did not realise the benefits Natura gave them, saw Natura’s investment focusing only on the public, did not understand their role within Natura and, mainly, did not feel a part of the business.
Natura wanted to emotionally reconnect their beauty consultants, making them fall in love again with the brand and reinforce the power of their relationship network.
mcgarrybowen's strategy was to generate identification, rescue the pride of the consultant’s role and, above all, show that Natura allows them to be protagonists of their own history.
We developed an innovative partnership with Globo, the largest media channel in Brazil, where we licensed a character, Abigail, in their main soap opera, "A Força do Querer". For the first time in the country, a character has overcome the limits of TV and had a life out of it.
Abigail became a Natura Beauty Consultant, and throughout 5 months and 9 product placement inserts, we were able to follow her evolution step by step. To support this main touchpoint, we created a structure where all the campaign channels were connected.
TV: Over 107 million impressions.
Online: Over 7.6 million impressions on Facebook, Globo website and Instagram.
Instagram: Abigail's Instagram has over 156,000 followers, with more than 5,000 followers in under two hours.
Radio: The campaign reached 34 million people.
The character Abigail had a 98% approval rating from the actual consultants.
The loyalty level of consultants increased 5 points versus previous year, reaching the highest level.
Natura received over 23,000 new applications to become a Natura Beauty Consultant.
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
John Brown Novus: Starwood
A data-driven, mobile-first, travel and lifestyle content hub that puts our Intelligent Content model into action.
Dentsu Aegis Network: KFC
KFC has been in China for decades and needed to re-invent itself to win young consumers back and grow the business.
Dentsu Aegis Network: Coca-Cola
Leveraging augmented reality, data, rewards and media traffic with Alipay to create Chinese New Year magic for families in China.
An in-store activation using neuroscience technology, helping shoppers decide what to buy.
Taproot Dentsu: adidas
An ode to all the para-athletes across the world.
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.