Brief
To launch Korres - an internationally well-established Greek beauty brand in Brazil, that stays true to the brand voice and does not use traditional media (i.e. TVCs + print), while also engaging a Brazilian consumer. To note, Brazil is the pioneer launch market, and a subsequent roll out to other key Latam markets are to follow in 2016.

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Solution
We created a campaign that leverages the channels where our consumers are, and that stimulates peer to peer sharing and dialogue with the brand. To do this, we partnered with 5 influencers that together have a combined reach of 4mm users per day. Our chosen "Beauty Ambassadors" represent the themes of fashion, beauty, fitness, family, and lifestyle. Specifically they are:
Cleo Pires * Camila Coelho * Fabiana Justus * Lala Noleto * Mariah Bernardes Maia

We gave them a unique Greece experience by creating a luxurious and authentic trip to Athens and Santorini, where they had a first hand look at the Greek way of life, how the Korres ingredients are cultivated, the lab where the products are produced, and time with the founders to better understand the history and vision of Korres.

During this trip, our Beauty Ambassadors shared real time content to engage with their fans via their own channels, and Korres also captured real time content to create a relationship with new fans in Brazil via the new Korres Brazil channels. All content was focused for Instagram, but Facebook and Snap Chat supplemented the conversation.

As the retail footprint is limited to only a few key partnerships (they will not have owned-stores), the biggest retail outlet is the Korres Brazil website. Therefore the second part of the campaign launch is to create a Pop Up Event in Sao Paulo where fans can also personally experience a slice of Greece, test the product, and meet the Beauty Ambassadors. A documentary film (also captured during the Greece trip) will be launched at the event and run in cinema.

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Phases
KPI and ROI planning, creative strategy, digital production and event executions.