Sepac · Maxim · 2024
100 uses of Maxim
Taking paper towel shoppers off autopilot.
- Client
- Sepac · Maxim
- Year
- 2024
- Market
- Brazil
- Disciplines
- Content · Media · Trade
Problem
Sell more paper towels with R$2 million. With cheap, everyday products, the decision happens at the shelf, fast and automatic, which favors the brands that already lead. Almost half of what we do is repetition: shoppers don’t even look at the other options.
Insight
Competitors only talked about the kitchen, but people use paper towels for everything, and TikTok is full of these hacks. Showing unexpected uses took shoppers off autopilot and opened both doors to selling more: more buyers, and more usage per buyer.
Solution
"100 days of Maxim": a new use every two days on TikTok and Instagram, from curling hair to polishing cutlery, with production at R$4,500 a month. Media followed context: 6-second bumpers targeted by content (pets, cars, makeup), bus-shelter ads near garages, salons and parks, TV placements with QR codes, gyms, restaurant trays and pizza boxes. In-store, Maxim left the cleaning aisle and went to the barbecue, personal care and pet sections.
Creative execution
In the middle, the campaign case video (turn the sound on in the player). On the sides, two pieces from the 100 days of Maxim series.
Results
Read of the first five videos. The main learning: quirkier tips that looked like organic posts engaged more than the more produced versions.
Source: 100 uses of Maxim campaign analysis (Oct/2024); engagement benchmark above 1% according to Mlabs.