Vagisil

This project was one of our most challenging yet, centered around promoting Vagisil’s intimate deodorant for women. The client specifically requested collaborations with Brazil’s most respected feminist influencers, a task that required careful consideration due to the sensitive nature of the product.

As a feminist myself, I recognized the potential issues with this approach. Feminist influencers might find promoting an intimate deodorant contrary to their values, making it difficult to secure their participation. I advised the client to consider a different strategy, but the client was initially set on the original plan. Understanding the importance of the client’s vision, my team and I proceeded to reach out to every major feminist influencer in Brazil, offering them a limitless budget for the campaign.

As anticipated, all of the feminist influencers declined the offer, citing concerns over the product’s alignment with their values. This response confirmed the need for a strategic pivot. I proposed targeting female influencers who were trending in Brazil at the time but who did not position themselves as authorities on feminist issues. The client agreed, and we quickly secured partnerships with influencers who could authentically promote the product without risking backlash.

This strategic shift was crucial in avoiding potential controversy and ensuring the campaign’s success. The chosen influencers effectively promoted Vagisil’s product to their audiences, generating positive engagement without the risk of being “canceled.” The campaign not only met the client’s goals but also protected the brand’s reputation by respecting the sensitivities of the target market.