MY FIRST
WOMEN'S DAY

A trans woman true story.

BACKGROUND

Everyone sees Brazil as a liberal country. But there's a side that no one looks at. The country is a record holder in homophobic homicides and has an alarming transgender life expectancy: only 30 years old. And as also a male chauvinist country, the transgender women are who suffers more.

CHALLENGE


How to address gender equality and feminine empowerment in the most powerful way?

STRATEGY


Since the briefing was to highlight L’Oréal on International Women’s Day in a relevant way, we decided to use all its strength as a respected beauty brand in Brazil, along with the power of its spokespersons, to reach as much people as possible with the most meaningful message: equality, inclusion and respect for all.

We wanted to talk with women engaged in feminine and minorities causes. An audience that only a fell brands succeed in establishing a connection. The reason for that is their critical and realistic behavior.

IDEA


If Brazilian consumer struggles with representativeness and equality, we brought a story about the less represented female cluster now a days: a transgender woman.

We started to realize that was possible to bring the cause to all through a specific example. And that’s what we did.

On International Women's Day, L'Oréal launched a film about Valentina Sampaio’s true story, a transgender woman who would have her identity documents rectified. L’Oréal produced her new ID photo, portraying the woman she’s always been. 

It supported this moment and empowered Valentina on her first official Women’s Day.

BRINGING THE IDEA TO LIFE

With such an original and relevant content we decided to adopt a strategy of credibility to gain legitimacy, by conquering those who already spoke about the issue. To be relevant at the heart of gender discussions, we focused on a 100% online strategy and decided to be on Facebook, central place of social discussion in Brazil. The video was uploaded in our fanpage and promoted to those who cares about the transgender cause.

It was an “all in a day” online buzz: we focused on the film's organic potential, than later our influencers had the exclusive 15” version for their Instagram accounts and then we drove the film to the other audiences.

VIDEOCASE



CAMPAIGN

FILM

To reach our audience assertively, our content was on different channels. Facebook was the main one.

Channels: Facebook, Youtube

PR

Our spokespersons and influencers have published an exclusive and reduced version to disseminate the message.

Channels: Instagram

RESULTS

ON MARCH 8TH, “MY FIRST WOMAN’S DAY” WAS THE MOST WATCHED ONLINE VIDEO IN BRAZIL AND WAS SEEN ALMOST ORGANICALLY BY MORE THAN 3,8 MILLION PEOPLE (62% FROM THE TOTAL OF VIEWS). IT REACHED A RECORD ENGAGEMENT RATE IN 24H: 4.216.820.

The campaign impacted people all around the world and was mentioned in Argentina, Chile, Peru, Uruguay, Mexico, United States, Canada, Australia, France, Portugal, Spain, Italy, England, Ireland, Poland, Slovakia, Turkey, India and China.

Only in earned media we reached more than 48 million people.

Our campaign was the most commented between all brands of consumer goods in Brazil with 22% of all mentions about the theme.

Increased by 15%

(who thinks that L'Oréal is a bold and reliable brand)

22% increase

in being seen as a brand connected with real life

Increase of 35%

of the perception that L'Oréal is a brand in tune with contemporary women's issues

Increased by 10%

the number of consumers who said that probably would buy L’Oréal products in the near future

 

Valentina became the first transgender spokesperson for L'Oréal Paris in the world. Since this, she emerged as the Fresh Face at São Paulo Fashion Week’s catwalk and was the cover model for Elle Magazine. But the most important is that she helped to bring visibility to a forgotten subject and inspired a movement on society. Now transgender people can use their social names on credit cards and lots of them got courage to rectify their names on ID documents. With that L'Oréal reaffirms its mission of respect and equality for all.