Havaianas

The Objective

A timeless, joyful brand finding new users in the perfect environment

Havaianas is the world's most famous flip flop brand and in some countries it is even an eponym for the product itself. However, in some LATAM markets, the brand still needs to build brand awareness and show that Havaianas goes beyond the beach.

Their connection to the beach is a small factor as to why consumers have a positive association with the brand- it's also their vibrant colors and their quality, reliable products. But, the levity, timelessness and authenticity of the brand is what distinguishes Havaianas, and places them in a category among few brands that have had continuous global appeal. These core brand traits perfectly aligned with the environment and the communities' values on TikTok.

With this in mind, Havaianas Argentina decided to launch a campaign during peak season, focusing not only on their product, but also reinforcing their brand positioning and setting the foundation for their shift to becoming a fashion and lifestyle brand. Havaianas focused on the idea of "por una vida más libre", showing consumers how they can feel free with Havaianas in any way.

The Solution

Strategically applying various solutions for authentic audience connections

In partnership with TikTok, Havaianas created a brand awareness and consideration campaign with a multi-format strategy, developing an authentic and native communication approach entirely with creator videos, organically and sponsored.

As part of the project, TikTok and Parcia offered Creator Solutions support for Havaianas, helping them on the search, curation and booking of the best voices for the campaign to guarantee that the strategy was 100% creator centered in the fashion, beauty and lifestyle territories.

As a result, the brand worked with 7 fashion & lifestyle creators from Argentina with top engagement on our platform: @cotypiozzi, @agoscu_, @pilicasasss, @martumoralesok, @arito__, @zoelevinsonn and @revistapola. To drive a high engagement with the TikTok community, creators explored different occasions and events to wear Havaianas products, highlighting the liberty and happiness associated with the brand. Additionally, Havaianas focused on a native communication approach, embracing the latest fashion TikTok trends in the creators' content like #GetReadyWithMe (#GRWM), #FashionTips, Havaianas #Haul, #Vlog, etc.

With the objective of leveraging these content pieces to the entire Havaianas target audience in Argentina, the brand invested in a combination of ad formats like "Top View", "Top Feed + Super Like 2.0" and "In-Feed Ads + Display Card", boosting the content via Spark Ads directly from @havaianaslatam and creators' profiles. Throughout the entire campaign, TikTok helped EssenceMediacom agency with campaign tracking and optimization consultation to achieve the best results.

The Results

Achieving success at several stages of the funnel

Measurement was a key component in Havaiana's campaign strategy. To understand impact beyond reach, frequency, sessions, view and engagement rates, TikTok implemented a Brand Lift Study (BLS) to evaluate the lift in the Ad Recall, Favorability, Recommendation and Preference KPIs.

The study results showed a positive impact in many areas: Ad Recall increased by more than 23 p.p. and Preference by more than 2.9 p.p. Havaianas saw great results at different levels of the funnel with engagement rates 2x better than the benchmark in Argentina and the highest peak in ecommerce website sessions that Havaianas had ever seen- a 291% increase from the previous month.