Approximately 2 billion vaccines have been administered worldwide, and 50% of Americans have received a vaccine. have started to vaccinate their populations. Much has been said about the upcoming summer months, as countries like the U.S. And then the TikTok and influencer side is about bringing that idea to life in a personal way.” “The broad brand campaign really is the big story of watching a city transform through Brazilian culture. “ to bring the brand into your life and inspire you to focus on little moments that transform your world,” said Ferro. Ferro said the overarching strategy for the campaign was about fostering joy and happiness and tying people’s perception of Sol de Janeiro to those feelings. The challenge asks people to share how they achieve a Brazilian-style summer, with or without Sol de Janeiro products. Sol de Janeiro is working with six paid influencers to promote its first-ever branded hashtag challenge (#SOLreadyforsummer) using an original song written in-house. We’re seeing triple-digit growth ,” said Yang.Īs part of the omnichannel campaign strategy, a TikTok hashtag challenge campaign is meant to offer more one-to-one marketing to shoppers, said Tamera Ferro, svp of global marketing and growth. “Now that we’re coming out of the pandemic, and because we’ve gained so many new customers, we’re trying to build on top of this bigger base.

Also in 2020, Sol de Janeiro broke into Sephora’s top 10 skincare brands, she added. DTC e-commerce currently accounts for 40% of sales, said Heela Yang, Sol de Janeiro CEO and co-founder. The bath and shower segment grew by 227%. In 2020, 6-year-old Sol de Janeiro experienced more than 50% sales growth overall. In addition, targeted advertising in each city will offer localized Brazilian digital guides, including a list of Brazilian restaurants in Paris, for example. Sol de Janeiro retail partners, such as Sephora in North America and Dubai, Mecca in Australia, and German cosmetics store Douglas, are also spotlighting Sol de Janeiro in their own localized paid social advertising during this time. Static ads will run on Facebook, Instagram and other social networks. And video spots on connected TV, TikTok and YouTube, will show the transformation of a city when the Brazilian lifestyle is introduced, such as palm trees coming out of the Eiffel Tower in Paris or people on New York City streets becoming dressed in colorful Brazilian fashions.

Out-of-home billboards will be located in New York and London. The digital and out-of-home campaign centers around bringing the Brazilian lifestyle of sun-kissed skin, bright colors and joie de vivre (or “Alegria da Vida” in Portuguese) to different cities every week, including New York, London, Atlanta, Toronto, Paris, Sydney, Mumbai and Dubai. The brand awareness campaign begins Friday and will end in September. Sol de Janeiro is breaking out the summer vibes for its first-ever global campaign.

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