Sol de Janeiro x Carnaval 2024.

MG Influencer.

MG Media.

MG Studio.

MG Platform.

MG Sprint.

Driving awareness and engagement during Brazil’s largest cultural moment.

Cultural association is the cornerstone of Sol de Janeiro’s positioning – mainly developed through activations inspired by the brand’s connection with Brazil. But in addition to global awareness, driving growth in the home country is also a major objective. Our experts crafted a fully integrated campaign to support that, leveraging from the largest Brazilian festival and cultural moment: Carnaval. The 2024 edition was at the forefront of the activation that combined branded elements with a remarkable partnership with singer Ivete Sangalo – one of Brazil’s main celebrities and cultural icons – leading to massive awareness and engagement results.

Challenge.

Build brand ownership and engage the Brazilian audience.

Sol de Janeiro was aiming to activate the brand in the country through pillars that could reinforce its positioning and strong association with the local culture – while also highlighting the uniqueness of its portfolio. While global awareness has been a major target for the brand, strengthening its presence among Brazilian consumers has been a key driver of their success – deeply rooted in a genuine and authentic connection with elements that translate the country’s lifestyle. In a nutshell: they were looking for quantifiable impact, sustainable engagement that would kick off a long-term relationship with communities and a strategy that considered the complexities of the market.

Strategy.

Take over Carnaval 2024 with an integrated and memorable branded activation.

To deliver an impactful cultural association, our experts developed a strategy to leverage from Carnaval – and all the impact of Brazil’s largest cultural moment – through brand placements, content production and a smart partnership with the event’s main singer and personality Ivete Sangalo. Throughout 3 days, audiences experienced the essence of Sol de Janeiro at the iconic Salvador Carnaval Parade in partnership with Ivete Sangalo & Bloco Coruja. From production to social content, the strategy combined a mix of branded placement, full merchandising design, production and distribution and social content – incorporating the local symbols into the brand’s universe to generate a genuine connection with audiences – on and offline.

Massive reach, meaningful engagement and an iconic collaboration.

The strategy ensured an unforgettable representation of this unique partnership with roots in the brand’s cultural backstory, translating to audiences a true celebration of joy, authenticity, expression and self-love – values that are so intrinsic in Sol de Janeiro’s essence. Along with the products, the brand’s message was elevated and deeply embedded in the most relevant cultural moment of Brazil, resonating with the audience and leading to significant impact. While over 8.5 million people were reached by the activation on social media, with a 4% ER, the IRL was enhanced by over 20K gifts distributed throughout the three days of festival – consistently spreading the word about Sol de Janeiro’s relationship with the country.