Secret Santa

A complex tutorial made simple through the voice of 9 content creators from Instagram.


Pontofrio

Wunderman

2017

Background

Pontofrio is one of the biggest retail companies in Brazil. And for  Christmas 2017 we had the mission to promote its enormous array of products and the new Retira Rápido, a store pickup service, as the main option for this year's shopping.

Idea

We called 9 Instagram content creators from different fields to our Secret Santa, making a 4-part content from the discovery untill the gift pickup at our store. 

Videocase

Influencers Selection

To show that Pontofrio has a gift for every lifestyle, we selected digital influencers from various segments to join our Secret Santa.

beleza

Beauty

@joycekitamura
+286k followers

cozinha

Cooking

@raul_lemos
+271k followers

diy

DIY

@diycore
+196k followers

esportes

Sport

@karenjonz
+410k followers

ferramentas

Hardware

@homensdacasa
+167k followers

foto

Photo

@andrenicolau
+292k followers

games

Games

@nicollemerhy
+75k followers

maternidade

Motherhood

@tchulim
+65k followers

tecnologia

Technology

@dudurochacl
+132k followers

Content Strategy

The campaign was split in two flights. At first, we focus on Pontofrio's array of products and offers. Then, we reinforce the agility and practicality that the Retira Rápido provides for the gift pickup.

1

Invitation

Each influencer received a letter with the invitation to join the campaign and also created a video to share the news with his followers.

convites-natal

2

Whishlist + Discount Codes

To showcase the variety of products on Pontofrio's website, each influencer created a gift wishlist with products from its segment. In addition, they distributed promocodes for their followers to purchase these products with a special discount.

cupons

3

Guess Who

The influencers have created a video with 2 tips for their followers: the first one for them to guess who their secret friend is and the second for them to take advantage of the Retira Rápido agility.

andrenicolau: Quem aí arrisca dizer quem eu tirei no #AmigoSecretoPontofrio? Dei umas dicas boas vai?! Obrigado @pontofrio por agilizar minha vida com o Retira Rápido! Agora eu compro no site e retiro na loja mais próxima. Ahhh se você é de SP e quer acompanhar a troca de presentes desse amigo secreto nessa quinta (14/12), vai no meu stories, preenche o cadastro e garanta um dos 40 lugares disponíveis! #ad

diycore: Gente, a revelação do Amigo Secreto Descomplicado do @pontofrio tá chegando e vocês vão poder participar desse evento! Olha só que legal, as primeiras 40 pessoas de São Paulo que se inscreverem no link do Stories que eu acabei de postar, terão direito de participar da revelação e conhecer a gente no dia 14/12. 

homensdacasa: E ai, quero saber quem já descobriu a minha amiga secreta no #AmigoSecretoPontofrio. Eu já tô de olho na wihslist dela, mas dessa vez vou deixar pra última hora sem medo. É que o @pontofrio tem o Retira Rápido, onde você compra no site e retira o produto em qualquer loja perto de você e o melhor, sem frete. Eu vou pegar o presente lá na loja em São Paulo no dia da revelação e entrega dos presentes, simples e descomplicado. Aliás, se você é de SP e quer me encontrar lá, acesse o link no meu stories e garanta um dos 40 ingressos disponíveis pra quem quiser acompanhar. 

4

Tutorial

Although Retira Rápido is a great service, people in Brazil are not familiar with it yet, so the tutorial was the most important part for our campaign. Then we asked the influencers to create a step by step content to show how easy and fast was to buy your gift at the website and then pick it up at the store on the next day.

stories-tutorial

5

Event

The event was the great closure for our campaign, so we designed it to be a big part of the process.  As long as the gift exchange for the Secret Santa, the influencers selected our MegaStore as the pickup point to retrieve their gifts before the event, covering the process on Instagram Stories. At the event, their audience could enjoy the Meet and Greet.

fotos-evento
Client and Agency team at the event
team

Credits

Agency
Wunderman Brazil

Copywritter
Christian Matsumotto

Creative Director
Luiz Paulo Andrade

Project Manager
Isabela Fagundes

Art Director
André Petrini ☝️

Video Production
Trator Filmes

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