2018 // @ ARTPLAN RJ
Background:
Niely Cor&Ton is the most popular brand of hair color in Brazil, but it’s seen as a low-quality product because it has an affordable price. To change that, Niely had changed the Cor&Ton pack bringing more gold that has a premium touch. To amplify that change, we needed to create a big campaign that would trigger an online and offline buzz.
Insight:
Niely is famous for creating musical campaigns with original songs and parodies. To fulfill the objective and make some noise, we made a parody using a popular song and filming a videoclip with some famous singers.
Idea:
So, Niely made a videoclip parody of the Brazilian most popular song and invited the most popular singers, including Anitta, to sing together. Besides, the brand also changed their hairs with Cor&Ton colors days before the videoclip launch and created a “mystery” about that, increasing public’s expectation.
My part:
I made all the social strategy behind the campaign, including the cover of the hair change, the mystery about who were the singers Niely had invited, and what was their new hair color. All those contents were published on Niely and singers’ Instagram accounts.
Results:
• The news about “blond Anitta” showed up in the most popular tabloids organically.
• The videoclip was reposted by all the singers’ fan clubs.