Brazil

Campaign

Posts Instagram

• Selection of a celebrity filming his/her day, surrounded by several objects made of cotton, such as: in his/her pajamas when jumping on the bed, wearing a bathrobe after bath, wearing an apron at lunchtime and carrying a bag at work.
• Objective: reach a wide Brazilian audience on social media, using Instagram stories with polls and bingo games (e.g. how many objects made of cotton are there in this scene?)
• Influencer: Arlindo Grund (host of SBT Brazil TV program ‘What not to wear’; 1.8 million followers)
• Cotton week:
  • Oct 4 – teaser posts using stories: short videos (e.g. the sound of a shower | the personality gets the towel)
  • Oct 5 – ‘what sets me in motion?’ Main video.
  • Oct 7 – edited video, zooming in on cotton items
  • Oct 9 – photos with scenes from other influencers that accept to join the campaign
  • Stories: we will have short fun scenes of the influencer’s daily life + quick games ‘how many cotton items are there in this scene?’

 

Post other influencers

Photos with scenes from other influencers that accept to join the campaign. Examples:

• Sorocaba, 3,6 million followers
• Chris Francini, 206k followers
• Carol Souza Adoro, 79,2k followers
• Chiara Gadaleta, 74,4k followers

supply chain engagement

Landing page

• Web page launch that will receive pictures and testimonials from farmers and sponsors’ teams.
  • Landing page: registration form + picture upload area + video and text upload + message area
  • Sponsors’ logos will be shown on the page

Instagram filter

• This will be informed previously by WhatsApp and e-mail.
• The best testimonials can be posted on LinkedIn or edited to be shared by WhatsApp.

 

Keys testimonials

9 testimonials about the importance of cotton for Brazil.

Testimonials - sponsors and opinion leaders

9 testimonials about the importance of cotton for Brazil.

• The first step to encourage the use of cotton should be among our own audience, by whom cotton is produced. Focused on women, the main consumer of fashion, we will have a webinar with Chris Francine (local digital influencer) on tips for buying and using cotton in people’s lives.
• Registration starts Sept 28th. Invitations will be sent online, to build a mailing list and to ask what kind of tips the audience expects to get.

Partner brand engagement

• Post requests, sent by WhatsApp and e-mail: post a photo of your own studio/store with cotton products, wearing a Sou de Algodão T-shirt, saying why the brand works with cotton.
• The best posts will be reposted in stories the week after the World Cotton Day.
• Result: 99 posts. Examples: Tecidos Cataguases, A Raposa e o Elefante, G.Vallone, Hygme, Incofios, Vicunha, Quero Bonjour, Moui

Key testimonials

8 testimonials about the importance of cotton for Brazil.

+ 5 testimonials about cotton and Brazilian textile industry.

Instagram filter

• This will be informed previously by WhatsApp and e-mail.
• The best testimonials can be posted on LinkedIn or edited to be shared by WhatsApp

Other activations

Webinar on the use of cotton in fashion, with renowned fashion designers, university students and a contest on the theme.

• Press relations with Brazilian media, mainly in fashion and agribusiness.
• Press kit for Parliament members (board).
• Kit with items showing the presence of cotton in people’s daily life:
• apron + placemats (2 pieces) + napkins (2 pieces).

Posts - Brazilian embassies (14 languages)

Cotton is such an important fiber for the world that it has received an official date. Today, October 7, we celebrate World Cotton Day, very appropriate to mention the potential of Brazilian cotton facing new requirements of the global market. 

Productive by nature, Brazil has worked hard and innovated to offer the world a cotton which is: 

• Sustainable: Brazil is the largest supplier of sustainable cotton in the world, with 92% of its production without artificial irrigation. 
• Quality: high quality and contamination-free 
• Traceable: all production is traceable to the origin, bale by bale 

At World Cotton Day, we look proudly at the present, certain that Brazilian cotton cultivates an increasingly sustainable future: driving the market, transforming lives, and contributing to a better world.