Summer of Sol
Hats Worn: Campaign Strategy | Creative Direction
The Goal:
Support Sol de Janeiro by increasing trial and consideration amongst the Gen Z audience.
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The Creative Idea:
Named after the Brazilian summer sun, Sol de Janeiro is known for empowering consumers to radiate confidence and warmth with their products. Leaning into creative themes related summer, this campaign positioned kept the brand top of mind for Gen Z as the scent of the season!
The Strategy - Part 1: Dedicated Gifting
Distribute premium, branded boxes packed with product to Gen Z right in time for summer, sparking encouraged UGC for Sol de Janeiro.
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The Strategy - Part 2: Mass Sampling
Leverage Her Campus Media's student organization sampling capability to get Sol de Janeiro products into the hands of college students across the country at scale.
The Strategy - Part 3: Her Conference
Integrate Sol de Janeiro into Her Conference—Her Campus Media’s annual tentpole event in July—via a hydration bar with branded tumblers for attendees to fill with fruit-infused waters, Brazil-inspired florals, and shelves stocked with iconic Bum Bum Cream samples up for grabs.
The Results:
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19.4K+ Total Samples Distributed
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1.8MM+ Total Potential Sampling Reach from Earned UGC
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4.23MM+ Total Program Impressions
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11.8K+ Total clicks to Sol de Janeiro Products on Sephora.com
