Americanas · 2019
11.11 at Americanas
How Americanas imported the world's biggest retail day from China and became the first brand to bring 11.11 to Brazil.
- Client
- Americanas
- Year
- 2019
- Market
- Brazil
- Disciplines
- Seasonal · Launch · Influencers
Problem
In 2019, growing during seasonal dates was getting harder and harder for Americanas. On the big days of the calendar, like Black Friday, the price war with Casas Bahia, Magalu and Mercado Livre was intense, and every brand fought for the same attention, on the same day, with the same argument: discounts.
Insight
Instead of fighting for space on the usual dates, we looked for opportunities in the international retail calendar. There it was: Singles Day, a holiday created in China to boost Alibaba's sales on 11.11. It was growing fast and was already bigger than Black Friday and Cyber Monday, but almost nobody in Brazil knew about it. Since Americanas already had an operation dedicated to international shopping, 11.11 was the chance for the brand to own a brand-new date, with no competition.
Solution
We sold Americanas the idea of "importing" 11.11 from Chinese retail, and it became the first company to work the date in Brazil. The campaign got a China-inspired look and a mascot to lead the deals: Tígong, the panda. We used YouTube's different formats to reach people and built up content until the day, with a live warm-up hosted by Pyong Lee the night before. On the big day, a mega live with Otaviano Costa, Rafa Kalimann, Camila Coutinho, Camilla de Lucas and Nobru, with the panda as the star.
Creative execution
Strategy video case
Campaign film
Results
The mega live also set the record for conversions and generated the most sales leads in the format's history.
Source: Video case and Americanas internal data, 11.11 2019.