1. PLANNING
BOOK
CAMILA
GADELHA
www.camilagss.net

2. this is my story

3. this is my story
communications+poetry
engineering+science

4. music

5. roller derby

6. the universe

7. this is my work

9. challenge

10. one of takeda’s best selling OTC
products had to go through some changes.
one of takeda’s best
selling otc products had
to go through some changes.

12. research said the “new”
product was awesome.
but sales were dropping.

13. what we did

14. = we knew too much
>>soweknewnothing.

15. i decided
to see it
for myself

16. what we thought was a
“little” change >> was
actually a huge one.

17. and the real
problem was here:
commodity x brand

18. finding the issue
helped us solve it.

19. and a conversation between barbie and a
pharmacist, helped the creative team to
fully understand what was going on.

20. they went to town
and developed new kv
for the pops and
interactive signage for
SELECTED DRUGSTORES
always showing the
old eparema and the
new one.

21. what happened?

22. sales
stopped
dropping

23. the team
built
confidence

24. THE AGENCY
GOT CLOSER
TO THE CLIENT

26. challenge

27. one of takeda’s best selling OTC
products had to go through some changes.
this guy was an *institution* in
maranhao, but teens weren’t
lovin’ it anymore.

28. that’s not good for a love brand.
that’s not good for coke!
we had awareness.
but no connection.

29. what we did

30. we had to find those
kids and talk to them.
one on one.

31. i got A BIT creepy.

32. i got A BIT creepy >> BUT IT WAS WORTH IT.

33. A LIL’ NETNOGRAPHY HELPED ME FIND AN AWESOME COMMUNITY OF MARANHAO TEENS HANGING OUT
AT TWITTER LIKE IT WAS A BIG CHAT ROOM. THEY WERE ALPHAS IN THEIR SCHOOLS. THEY WERE
INFLUENCERS. THEY LOVED TECHNOLOGY AND THEY LOVED BRANDS THAT WANTED TO TALK TO THEM.

34. we created a story that
started on tv, developed on
twitter and youtube, and ended
back on tv with a little help
from our new friends.
FOUR CHARACTERS
TWO 30’ TV ADS
TWO TWITTER FEEDS
TWO YOUTUBE CHANNELS
ONE WEBSERIES
ONE CROWDSOURCED PLAYLIST
HOURS AND HOURS OF
INTERACTION.

35. what happened?

36. kids spent
hours talking
to us.

37. the people
@from coke
were really
happy

38. we even won
some awards.

40. challenge

41. one of takeda’s best selling OTC
products had to go through some changes.
batavo was launching
its new greek yogurt
*kinda late*.

42. we really had to stand out.
even though the
product itself didn’t)

43. what we did

44. I FOUND OUT, USING TGI AND PANELS, THAT
MEN EAT AND BUY A LOT OF YOGURT.
URBAN SINGLES // GOOD CHOICES // INDEPENDENT MEN

45. BUT NO ONE IN THE INDUSTRY
WAS TALKING TO THEM!
BUT NO ONE IN THE INDUSTRY
WAS TALKING TO THEM!

46. lucky for us, ALL Estabilished brands had the exact
same speech. we were a challenger, so we could
break apart from everything they had been doing.

47. AND so we did

50. what happened?

51. what happened?

52. we made a
huge impact

53. we got more
budget! =d

54. we sold
yogurt!

55. thank you
www.camilagss.net