Vagisil

This was one of those projects that test every skill you think you have. The mission: promote Vagisil’s intimate deodorant in Brazil, through collaborations with the country’s most respected feminist influencers.

As a feminist myself, I immediately knew the challenge. Asking feminist voices to endorse an intimate deodorant for women was not only misaligned with their values, it risked backlash for both the influencers and the brand. I advised a different route, but the client was initially firm on their vision. So, my team and I did the work: we reached out to every major feminist influencer in Brazil. I personally spoke on the phone with all of them, offering a limitless budget and strategic approaches to the campaign.

The result was exactly what I had predicted: polite yet firm refusals across the board. This was the turning point. I proposed a pivot: instead of feminist authorities, we’d work with female influencers who were trending at the time but not positioned as spokespeople for feminist causes. They could promote the product authentically, to an audience that wouldn't cancel the creators for promoting the product, without compromising values or sparking unnecessary controversy.

The client agreed, and the shift paid off. The campaign landed in the right audiences, generated positive engagement, and most importantly, avoided the reputational risk. It was a clear case of respecting cultural nuances, protecting the brand, and still delivering results.

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