Challenge
With 55% of unplanned pregnancies, Brazil fails to offer successful methods of contraception. We have one of the highest unplanned pregnancy rates in the world. This is the result of that lack of information about long-acting contraceptive methods, among others.
In Brazil, there has been a culture of oral contraception adoption since the beginning of sexual life, which creates a mindset that is hard to change.
So, our challenge was to impact women, especially young audiences, to make them understand all the possibilities of contraceptive methods, including the long-acting ones. But how to achieve that, since they are not in front of TV anymore?
Solution
We partnered with Ludmilla, a successful Brazilian sing-songwriter. Using her deep power to communicate with young people, we’ve created a song that was dropped as a single on Ludmilla’s channels (YouTube, Spotify, and Deezer) as well as her social media pages. It has become a hit in a few hours, reaching the 7th position on the hottest videos in Brazil.
Besides the media plan, we also had a chatbot that simulated chatting with Ludmilla, reaching more than 2 million conversations. With a huge content strategy behind it, the chatbot led women to understand their bodies and contraceptive options for each of them.
In the 2nd phase of the campaign, we launched a reality show with anonymous women seeking their happiness, of course including their sexual life and contraceptive methods. Ludmilla had a special participation in the last episode.
What we did
• Creative Concept
• Key Visual
• Strategy
• Media Planning & Execution
• Activations
• Social Media
• Community Management
• Pharmacovigilance
Channels
• Open TV
• Merchandising
• Radio
• OOH
• Reality Show (TV Content)
• Digital
• Social Media
• Native ADs
• Branded Content
• Influencers
• Chatbot
The Results
”We needed to innovate, bring knowledge about contraceptive methods and reinforce to Brazilian women they are free to make choices and to choose the right moment to get pregnant (if they want to) without worrying about any judgment. The challenge was given, but we needed a partnership that would share this knowledge with us in an impactful and different way! Raise the bar, as people say… So CRANE emerged and became more than a partner. They joined us in this challenge, and we launched the Melhor para Mim campaign. The results could not be different! Who has not heard about a Long-Term Contraceptive or a Hormonal IUD? The bar went to the Moon, and the challenge for the following years is to overcome this great work! And once again, CRANE did it with us.
– Vanessa Abe
Senior Brand Manager
Senior Brand Manager
“Melhor pra Mim” was considered one of the best Ludmilla’s drop in 2019.
The song has become a hit, with more than 7 million views on YouTube in a few days and more than 1 million streamings on Spotify. It was also played on some Brazilian Radio stations. After the repercussion, Ludmilla was invited by Azaelia Banks to make a feat.
The campaign’s results were incredible, taking the category of contraceptives to another level. It is hard to make campaigns that prove results without naming the product or even the brand. But in this case, we did it.
7
Position on YouTube Trending Videos
5
Earned Media (R$)
1
Highest peak on "IUD" search in the last 15 years
2
Conversations on chatbot
